Pakistani singer Ali Zafar’s latest album Roshni has triggered a surge of creativity across social media, with hundreds of artists and content creators producing visuals inspired by its music.
The initiative, launched through an online creative contest, invited participants to develop videos and artistic content based on tracks from the album. The campaign quickly gained momentum, drawing widespread participation and showcasing diverse storytelling styles, including AI-generated visuals and experimental concepts.
To encourage engagement, organisers announced cash prizes for top entries and later introduced a “Public Choice Award,” allowing audiences to vote for their favourite creations. The overwhelming response has turned the project into a major digital movement celebrating artistic expression.
Speaking about the initiative, Zafar said the goal of Roshni was to spread positivity and inspire creativity, adding that he was “in awe” of the response from fans and emerging artists.
The project, backed by Lightingale Records, is expected to culminate in a special event where finalists may be recognised, further highlighting the growing link between music and digital creativity in Pakistan.
