After all those fiery discussions about the new ‘Gala Biscuit’ commercial starring Mehwish Hayat, Pakistan Electronic Media Regulatory Authority (PEMRA) has responded by banning Mehwish Hayat’s biscuit ad.
PEMRA sent a notice to television channels after receiving complaints against the Mehwish Hayat biscuit ad. The media watchdog then advised channels to review the content of the advertisements, specifically the ‘Gala Biscuit TVC’ themselves.
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The in-house monitoring committees of media channels have been tasked with reviewing adverts before airing them.
While some on social media were of the opinion that the Gala biscuit ad was profane and against Islamic values, PEMRA actually banned the advert for being irrelevant to the actual product.
“It has been observed with concerns that themes/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.”
Reshared to set @AnsarAAbbasi ass on fire https://t.co/Ms2864Wxix
— Haji Dr. ZAQ (@DrZAQ11) October 5, 2020
Additionally, stakeholders such as advertisers have been advised not to use themes/content irrelevant to the actual nature of the product. However, this practice or trend was listed as a ‘violation of commonly accepted standards of decency but also socio-cultural norms of Pakistani society.‘
“The trend is causing/promoting unrest and behavioral disturbance among the viewers being not only in violation of commonly accepted standards of decency but also socio-cultural norms of Pakistani society.”
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Twitter Reacts
While initially there were calls on Twitter to ban the ad, some netizens also questioned if the media watchdog is doing its job right.
Biscuits and chai are integral part of our culture.
Not sure about the quality of the biscuit but the #ad was innovative. @reportpemra please stop spending time on banning ads when our country has bigger issues to tackle. #galabiscuit @MehwishHayat https://t.co/6lEO6P6RhY— karima khan (@karimakhan14) October 6, 2020
Some netizens pointed out that advertisers need to do better when it comes to creativity. But does it mean that an ad should be banned at all?
IF YOU mute & watch it, it looks like a movie song or sth.
Tbh the marketing agencies and these brands with “visionary leadership” need to work on themselves. These are exactly the kind of ads you see in compilations for “guess the ad” because they dont make sense #galabiscuit https://t.co/nPTvY7J1zM— your paki Com Truise (@IamnotAffan) October 6, 2020
Ok so as a creative person i absolutely disagree with the ad concept for a biscuit, but as an idea portraying cultural diversity and she as an artist has done nothing wrong that it should be banned please stop banning everything come out of it!
— Occasional Ranter (@noonofyourlife) October 5, 2020
Also, some people think that the ad got banned just because it features Mehwish.
I love how everything Mehwish does triggers the shit out of Pakistani men
Two more tamghas for her please https://t.co/NDdwa6iLGQ— Aimen 🇵🇸 (@aimennayyar) October 5, 2020
No offence! The ad is in a really bad taste. How do you put across a simple brand of biscuit with an unending display of tasteless semi indian mujra?
Never have I seen biscuits being associated with dance & noise, instead of tea!— monsoon (@nadeem_mehnaz) October 5, 2020
Then there’s this guy who thinks the ban is a publicity stunt.
I m really appreciative of art & music. But this is Ridiculous. Its Mearly a PR game to create hype. Any one could have done it.
On other hand ,
Product it self is ordinary.
Far better quality biscuits get made in Pakistan. No need to wreck the the stage over it.— One (@_Akhal_Teke) October 5, 2020
What do you think? Is the ad excessive or the ban excessive? Let us know in the comments below.
The ad is low,cheap and trashy.Far from being called creative.Indians are way ahead of us in ad games, the west is a whole different game altogether.
These days every thing, news, journalists, social activist & even politicians are being banned so if they ban Mehwish or the ad it is nothing new! It only reflects the mindset of this selected government & PEMRA.
There is nothing new in the advertisement. All this happened in daily shows. Then ban all most TV channel dreams.
Some of our countrymen are saying that she is awarded and if this is a shit the all of the TV channels should ban. I say yes go on and ban all of them. And a sister’s comment was like “our country ha bigger issue than this”. Could someone tell me that what is the issue bigger than our islamic culture that is fading away. Could someone address me thst what is the issue bigger than our moral limits. What is the issue bigger than our religion which is vanishing from our hearts. Be a broad minded but don’t go beyond the limits and sayings of ALLAH Almighty.
I hope the honourable President will intervene and come to her rescue who conferred on her the pestigeous award of the country.
I am agree with pemra…it is a right decsion to check irrlevent items like this.