Mehwish Hayat’s Gala Biscuit Ad Started New War: People are Calling it MUJRA

 Mehwish Hayat’s Gala Biscuit Ad Started New War: People are Calling it MUJRA

Recently I have gone through a Pakistani add promoting an ordinary tea biscuit, that was a display of everything but far away from the main subject. Since my childhood, I witness that LU always overly emphasized on digital marketing to promote Gala Biscuit by shrinking its size to a little bit bigger than Disprin. Mehwish Hayat’s Gala Biscuit Ad Started New War: People are Calling it MUJRA.

Moreover, taking action, Pakistan Electronic Media Regulatory Authority Islamabad (PEMRA) in a press release issued stated it has banned Mehwish Hayat’s biscuit advertisement. Earlier, columnist and journalist Ansar Abbasi had called the advertisement a “mujra” and necessitated PEMRA to take action against it.

PEMRA Expressed its Concerns over the Pointless Ad

“It has been observed with concerns that themes or content of advertisements of ordinary consumer products like biscuits, surf, etc. being aired on satellite TV channels are not corresponding with the disposition of these products. The trend is causing or promoting unrest and behavioural disturbance among the viewers being not only in violation of the commonly accepted standards of decency but also socio-cultural norms of Pakistani society.”

Mehwish Hayat’s tweet to Promote and Support her “Masterpiece of Art and Culture”

The Regulator said in this Context,

“Viewers are criticizing PEMRA (being the sole regulator of private electronic media in the country) on twitter handle as well as social media WhatsApp for allowing STV Channels to air such indecent advertisements. Pertinently, viewers are of the view that airing advertisements regarding general consumer products like biscuits, etc. in such a bizarre manner where the visuals do not commensurate with the use of the product(s) is unwarranted and needs to be looked into.”

The electronic media regulator said!

“All Pakistan Broadcaster Association (PBA) Pakistan Advertising Association (PAA) Pakistan Advertisers Society (PAS) are advised to sensitize their members to give consideration to the public concerns on the themes/content of the advertisements and specifically review the content of the advertisement of “Gala Biscuits” by giving due credence to the apprehensions of the viewers and relevant provisions of Electronic Media (Programmes and Advertisements) Code of Conduct 2015.”

PEMRA communicates to all the stakeholders

“Stop rampant use of the themes or content which are not corresponding with the nature of the products. All Satellite TV Channels to get the visuals of advertisements reviewed by their respective In-House Monitoring Committee, before their telecast, in the best interest of viewers, culture, and to save the customer from the mayhem of consumerism.”

Ansar Abbasi tagged the Advertisement a MUJRA

In a tweet, columnist and journalist Ansar Abbasi dubbed the advertisement a “mujra”.

Replying to the journalist’s tweet, Minister of State for Parliamentary Affairs Ali Muhammad Khan added

But, wait… what if the same indecent content of the same biscuit we grasped in 2013 with no media uproar?

It is apposite to mention that a similar advert was aired back in 2013 with a different dancing actress but nobody had a problem and even Ansar Abbasi and Ali Muhammad Khan did not point out the so-called dance culture.

Watch the Video

People Respond Differently to the Stage-Wrecking add

Mehwish Hayat’s Gala Biscuit Ad Started New War: People are Calling it MUJRA

And a few suggests stopping roaring BAN BAN BAN…..

What do you think? Is the ad excessive or the ban excessive? Let us know in the comments below.

Also Read: Mehwish Hayat Opens Up about Playing Benazir Bhutto in Biopic: An Honor For Me

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