The Pakistan Electronic Media Regulatory Authority (PEMRA) banned ‘Gala Biscuit Tv Ad’ featuring Mehwish Hayat.
According to PEMRA, they took the action against the Tv ad after a number of people complaint about bold dancing moves in it.
“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,” said PEMRA in a statement.
“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,” the statement maintained.
“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 statement further added.
It must be noted here that Mehwish shared the Gala Biscuit TVC from her Twitter account on October 4.
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
Mehwish can be seen dancing on ‘Mere Des Ka Biscuit Gala’ which received immense criticism from the people over its video content.
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!
— Mehnaz Nadeem (@nadeem_mehnaz) October 5, 2020
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.
— Wajahat Ali Alvi Awan (@WajahatAliAlvi) October 5, 2020
Phir log kehty hyn k Turkey ka content kio import ho raha hy. 😔
— Muhammad Sohail (@sohailitm) October 5, 2020
کہنے تو یہ لوگو ہمارے آج کل کے ہیرو اور ہیروئین ہیں پر آج تک میں نے ان سے بڑا جو اپنے ضمیر کا سودا بھی کر دے نہیں دیکھا ۔ کیسے؟
بسکٹ کی ایڈ ہو یا انڈر ویئر کی پیسے کی خاطر کچھ بھی کر لیتے ہیں ۔
— Sajjad Ali (@Sajjad_Ali_20) October 5, 2020
Okay, so how are u representing culture here? I am sorry but the concept is shit, our culture is a lot more than just dancing, wearing different kind of attire & using different language. The concept could just have been gala with different kinds of tea across all the provinces!
— Güzel (@RumzSk) October 5, 2020
— Bay Rozgaar 🎲 (@laalaakhaan) October 5, 2020
Thank God ,if they ban the #Galabiscuit ad 🙏
1) It was like a terrible copy of an Indian movie mujra/dance.
2) It’s my favourite biscuit (I took it personally,that the ad was horrendous).
3) I really appreciate dance as an art & oh boy! sorry but Mahvash Hayat was so ungraceful. https://t.co/Ec7ndj6SAv
— Asma Naseem (@Wisevenus) October 5, 2020
— Bil@l (@Bilal_Arif_) October 5, 2020
Like seriously This is the ad of *Biscuit*? What’s wrong with our content creators, going down each passing day👎 SHAME!
Just improve the damn quality, doing mujra for biscuit will give you nothing
Both Tarang and Gala lanat qabool kijye! #galabiscuit pic.twitter.com/jpooIsMnKt
— Urooj Amjad (@AmjadUrooj) October 5, 2020