String highlighting in custom filetype

I've created a custom filetype for the K programming language. What I like to do is see highlighted keywords inside strings, however the Color and fonts setting don't allow me to give keywords precedence over what's inside doublequotes.

Example: ksql:"select price from orders where id='10'"

I've declared 'select', 'from' and 'where' as keywords, but since they are inside a string the whole thing is shown in (default) green. It would be great if I could see the keyword highlighted even though they are insdie of a string and then have something else (like an underscore) indicating that it is a string also.
Is this possible today?

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