Dynamo of the Pakistani advertising industry Asad ul Haq is divinely cool. He wears leather jackets, rides motorcycles and is, frankly, damn sexy.
As he talks about his labour of love. a film he has conceptualized and built from the ground up over one and a half years his voice never falters.
"My film has no deep hidden agenda," he says with a laugh. "It's the perfect date movie. It's light, fun and relaxing."
Unlike many of the directors I speak to he makes no tall claims about changing the film industry - he says his movie is a simple story of love in Lahore.
"My inspiration has always been the culturural horizon of Pakistan. For Dekh Magar Pyar Se I am expressing my love for the city of Lahore," the director says.
The light-hearted romance follows a young couple as they explore the city and eventually fall in love. Haq says he came up with the basic concept over a year ago but it was slowly fleshed out along with writer Saba Imtiaz (Karachi you're killing me).
"This is a personal film for me because it is my first feature," Haq says. "It is a beautiful story of young love in Lahore."
Beautiful is right - the film stars actress Humaima Malick with chef and model Sikander Rizvi.
While Malick shot to larger fame with Shoaib Mansoor’s critically acclaimed ‘Bol’ in which she was paired opposite Atif Aslam. She made her Bollywood debut opposite Emraan Hashmi in UTV-Disney and Kunal Deshmukh’s caper, ‘Raja Natwarlal’.
"I had worked with Sikander once before and I knew this would be great casting," the director talks about his first film.
Restauranteur Sikander Rizvi, grandson of the legendary singing sensation Madam Noor Jehan has been considered one of the most eligible bachelors in Pakistan.
In 1993 Haq created Ambience Films, from where he made some remarkable television commercials but last year Shiny Toy Guns was born - a film company which he says is a home for ideas of all kinds.
The kitschy title belies the slick treatment the film is obviously receiving. The film not only has a gorgeous cast but will undoubtedly look stunning as well. With designer Hassan Shaheryar Yasin and stylist Saima Rasheed Bargfrede on board the visuals will be uniquely tailored to match the feel of the film.
BAFTA winning Director of Photography, Nicholas D. Knowland of Jinnah fame is the film's DoP.
According to Haq the whole team is working in a collaboratively. "It's not like Sheru just does wardrobe - he is a part of everything. We all work together," the director explains.
By making "Lahore" itself on of the central characters of Dehk Magar Pyar Se, director Asad ul Haq follows in the great time honoured tradition of Romantic Comedies where the setting comes alive.