iWorld
Rais Anis Sabri gives Khusro’s sufi classic a soulful Urdu spin
MUMBAI: You could say the past just got a playlist. Young sufi qawwal Rais Anis Sabri is bringing a 13th-century persian classic into the Spotify age with his upcoming Urdu single Jahan Kal Raat Ko Hum The. The track, out on 6 September, reimagines Hazrat Amir Khusro’s mystical verse Nami Danam for a modern audience.
The original poem, with its haunting opening line “I don’t know what place it was where I was last night,” explores divine mystery through the language of unknowing. Sabri’s rendition, translated by poet Sulaiman Khateeb, seeks to capture that same spiritual depth while making it accessible to Urdu-Hindi speakers. Each couplet retains the rhyme, rhythm and resonance of the original, giving centuries-old wisdom a contemporary pulse.
“Sufi poetry often begins with the acknowledgement of not knowing,” Sabri said. “That humility is the gateway to deeper understanding. My goal is to preserve that soul-stirring message while offering it in a voice today’s listeners can feel.”
A performer since the age of four and the son of qawwal Rais Sabri, he belongs to a respected lineage steeped in the chishti rang tradition. From stages in India to Johannesburg, Sabri has carved out a reputation for bringing emotional power and spiritual intensity to his performances.
Presented by the Sulaiman Khateeb trust and produced by Khaja Khateeb with music by Jaspal Moni, the track is pitched as more than just a song. It is a revival of classical Sufi thought dressed in modern sound.
“Sufi poetry belongs to everyone,” Sabri adds. “Not everyone understands Persian. It has always been my dream to bring this spiritual legacy into every household through a language that touches the heart.”
Jahan Kal Raat Ko Hum The will be released worldwide on 6 September across major streaming platforms including YouTube, Spotify and Apple Music.
iWorld
Crocs India ropes in Rakesh Bedi for quirky new digital campaign
Veteran actor brings humour and nostalgia to brand’s latest ‘Crocshake’ film.
MUMBAI: Crocs has decided to shake things up quite literally by teaming up with veteran actor Rakesh Bedi for its latest digital campaign. The campaign, conceptualised by One Hand Clap, cleverly taps into the current wave of nostalgia and character-led content. It features Rakesh Bedi, who is currently enjoying renewed popularity after Dhurandhar, in a series of increasingly chaotic yet humorous everyday situations.
At the centre of the film is a simple handshake that spirals into a chain of unexpected twists, culminating in the fun “Crocshake.” The light-hearted narrative highlights how ordinary social moments can turn into memorable ones, perfectly aligning with Crocs’ brand ethos of individuality, comfort, and self-expression.
Crocs India country manager Manoj Juneja said the campaign reflects the brand’s desire to stay culturally relevant. “This collaboration with Rakesh Bedi blends humour, nostalgia, and contemporary trends to create content that entertains and sparks conversations,” he noted.
Rakesh Bedi added, “What I loved about this campaign was how naturally the humour came through. It takes a simple, everyday situation and turns it into something completely unexpected. It’s always exciting to be part of something audiences can instantly connect with.”
The campaign builds on Crocs India’s ongoing strategy of creating relatable, digital-first storytelling that resonates with a wide audience while staying true to the brand’s playful personality.
In a crowded footwear market, Crocs continues to stand out by keeping things fun, comfortable, and conversation-worthy proving once again that sometimes all you need is a good shake (or Crocshake) to make your mark.
