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”
Let me take you on a majestic journey of our #des, as the most awaited #deskayqissay is unveiled. It has been an absolute pleasure to be part of this masterpiece by #Gala #deskabiscuit, where we cherish the cultural diversity of our des bcoz “apnay des ka har rung hai Niraala” ♥️ pic.twitter.com/BBb6IQ0IMp
— Mehwish Hayat TI (@MehwishHayat) October 4, 2020
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”.
— Ansar Abbasi (@AnsarAAbbasi) October 4, 2020
Replying to the journalist’s tweet, Minister of State for Parliamentary Affairs Ali Muhammad Khan added
PM @ImranKhanPTI Sahb is totally against such anti Islamic stuff on media which is against our cultural norms & has damaging effects on our youth.
No place for such absurdity in an Islamic state, which was made on the Kailma Tayyaba
لا الہ الا اللہ محمد رسول اللہ https://t.co/0nVDOGRKsC
— Ali Muhammad Khan (@Ali_MuhammadPTI) October 4, 2020
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
آپ اور علی 24 گھنٹے فحاشی کیوں سرچ کرتے رہتے ہے ہیں؟ کوئ Productive کام کیا کریں https://t.co/mCrYcm883B
— Ch Fawad Hussain (@fawadchaudhry) October 5, 2020
— Nida Kirmani (@NidaKirmani) October 5, 2020
Why I didn’t feel something wrong in Gala song #MehwishHayat
— Mars (@mariumsara) October 6, 2020
Mehwish Hayat’s Gala Biscuit Ad Started New War: People are Calling it MUJRA
First it was dancing in the mosque, then Pakistani fahashi showbiz media actors blame the Ertughal drama. Now this dancing in biscuit ad? They are testing the water. They know exactly what they are doing. Slowly poisoning the minds with soft pornography. #mehwishhayat https://t.co/ykN4ZzP8A5
— AJNABI (@AjnabiDunya) October 6, 2020
— Wajid Shah (@Wajid___Shah) October 6, 2020
It’s not about #MehwishHayat or #galabiscuit Ad it’s about the Culture that think it’s Ok to use WOMEN to sell their Product when our Culture & ISLAM Dignifies Women so high 🙌 pic.twitter.com/wRVJvB2NFX
— Syeda Trimzi (@TrimiziiiSyeda) October 6, 2020
And a few suggests stopping roaring BAN BAN BAN…..
I can’t see anything wrong in this . I think we need to focus on the drama contents that we are making instead of trolling biscuits ad . Don’t create baseless drama .make something else trending which actually worth the hype .
Ps: this isn’t the only mujra ad. #MehwishHayat https://t.co/clCTmQp3yZ
— daneensiddiqui21 (@daneensiddiqui1) October 6, 2020
What do you think? Is the ad excessive or the ban excessive? Let us know in the comments below.