Atif’s true story of overcoming all odds to achieve his dream of becoming an outstanding musician perfectly mirrors the Jazba brand philosophy and was therefore the ideal choice to represent the brand. Music is the heartbeat of Pakistan and Atif Aslam is its biggest proponent. Add to this fact his overwhelming popularity in today’s youth and we have the most suitable representative of all that Jazba stands for. And while Atif has endorsed brands in Pakistan in the past, no one has told his real life story and shown him in such a powerful way.