Pakistan Electronic Media Regulatory Authority PEMRA has taken action against the Gala Biscuit Commercial Ad featuring Mewish Hayat.
Two days ago Mehwish Hayat and Gala Biscuit shared a video of the new commercial on her social media accounts in which she represented the four provinces. In video she is seen dancing and selling biscuits. Since Mehwish Hayat has come under fire from social media users.
https://platform.twitter.com/widgets.jsLet 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 advisory comes after some social media users expressed displeasure with an advertisement of Gala biscuit, starring actress Mehwish Hayat that has been running on TV channels.
In a statement of PEMRA, the regulatory authority said: “It has been observed with concerns that themes of advertisements of ordinary consumer products like biscuits, surf, etc being aired satellite TV channels are not corresponding with the disposition of these products. The trend is causing unrest and behavioral disturbance among the viewers being not only in violation of the commonly accepted standards of decency but also the socio-cultural norms of Pakistani society.”
“In this context, viewers are criticising PEMRA on Twitter for allowing…such indecent advertisements. Pertinently, viewers are of the view that airing advertisements regarding general consumer products like biscuits in such a bizarre manner where the visuals do not commensurate with the use of the products is unwarranted and needs to be looked into. In addition to this, complainants are of the opinion that the presentation of the products in such manner is wittingly or unwittingly merely aiming to promote consumerism,” it added.
“Therefore, all…are advised to sensitize their members to give consideration to the public concerns on the themes of the advertisement and specifically review the content of the advertisement of ‘Gala Biscuit’ by giving due credence to the apprehension of the views”, the statememt further added.
Ansar Abbasi wrote in a tweet that the channel for selling biscuits will now run on TV channels. Is there an organization called PEMRA here? Will Prime Minister Imran Khan take any action on this issue? Wasn’t Pakistan built in the name of Islam?
Minister for Parliamentary Affairs Ali Muhammad Khan responded to Ansar Abbasi’s tweet by saying that Imran Khan is totally against all anti-Islamic things in the media which are against our culture and principles and would have a detrimental effect on our youth.
Federal Minister for Science and Technology Chaudhry Fawad Hussain tweeted on the tweets of Ansar Abbasi and Ali Muhammad Khan and said why do you and Ali keep searching for pornography 24 hours a day? Do any productive work.
Others on social media, however, pointed out that the advertisement did not merit the type of backlash it received.
