Maya Ali stars in this ad for Al-Karam’s winter collection where the women around her admire the fact that she never wears a designer outfit twice. Given the fact that the media has a role to play in shaping consumer mind sets, this is the wrong message to send in a poverty ridden country. Obviously, Al-Karam has no qualms about promoting a lifestyle of excess.

Do clothes, especially designer clothes, make a man or a woman? The fact that you never repeat your clothes is not something to envy or flaunt in the presence of individuals who may not have access to a lot of disposable income. What kind of culture are these designer wear brands creating? Should brands not be more cautious and prudent in the kind of messages being promoted or normalised by them? It is common knowledge that clothes manufacturing is a major contributor towards pollution and climate change. When we see global giants such as Next and H&M at least attempting to clean up their image by promoting more sustainable practices, and socially conscious clothing, why are Pakistani brands still stuck in the same old rut that revolves around shallow ostentation?

Advertising is an art. Responsible advertising should be encouraged by the regulatory bodies approving these ads. The PEMRA was very quick to ban intimate scenes in TV plays arguing that they have a negative impact on society but did not mention ads where women are portrayed as sex symbols. A billboard comes to mind where Sohai Ali Aabro is biting into a KFC burger. Other fast food chains, including Hardees, have also indulged in extremely suggestive advertising to attract the attention of the male population by featuring females licking their lips or closing their eyes in apparent ecstasy while biting into a burger. Chocolate and ice cream ads featuring celebrities also glorify the female figure and unashamedly objectify women so that they are reduced to mere props, exploited in the name of consumerism to sell the product being advertised. Suggestive advertising is far more harmful to our society than displays of affection in TV plays, as it promotes a warped perception of women which only fuels prejudices against the female population.

...when we see global giants such as Next and H&M at least attempting to clean up their image by promoting more sustainable practices, and socially conscious clothing, why are Pakistani brands still stuck in the same old rut that revolves around shallow ostentation?

Although PEMRA was quick to ban physical intimacy in television serials watched in nearly every household across the country, apparently, those restrictions do not apply to insensitive advertising. Could it be because no one wants to meddle with the geese that lay the golden eggs? With advertising revenues hitting an all-time low under the PTI government, most publications and television channels turn a blind eye to the content and are only concerned with ensuring a steady supply of advertising income. Brands like Al-Karam, Gul Ahmad and Nishat which have earmarked huge sums for advertising can afford to fork out the millions required for advertising in print and visual media. However, a regulatory body must monitor what is being churned out in the name of advertising.

The Al-Karam ad should be revised. They should be warned about resorting to such tone-deaf narratives to sell their products. Unashamedly promoting consumerism under the guise of selling their clothes is highly unethical, especially in a county where more than 30 percent of the population is below the poverty line. As prices soar and taxes skyrocket, crippling the purchasing power of the average consumer, it is downright irresponsible.

This is especially pertinent due to the economic depression plaguing our country in the wake of the Covid-19 pandemic. When most of us are struggling to feed our families two square meals a day, and petrol prices are hitting the roof, most businesses are struggling to stay afloat. In the economic climate of financial insecurity and backbreaking taxes, advertising and promoting designer outfits worth thousands of rupees seems highly inconsiderate and insensitive, especially with taglines like “She never repeats.”

We should all be a bit more conscious about the way we spend our disposable income, and avoid supporting brands that have no problem with creating a shallow narrative that not repeating designer outfits and purchasing endless designer clothes for each and every occasion is something to be proud of. Such blatant and rampant consumerism has to be nipped in the bud before it transforms the society and culture beyond recognition. Leading designer brands should advocate responsible advertising instead of promoting materialism and unabashed consumerism and regulatory bodies like the PEMRA should monitor and oversee the ads being produced, in addition to other television productions.

The writer is an educationist and can be reached at gaiteeara@hotmail.com