Ariel’s Pro-Women Ad Faces Backlash From Misogynists
Ariel Pakistan aired its new advertisement featuring women from various walks of life. The ad shows Pakistani Women Cricket team captain Bismah Maroof siding along with other women professionals to say ‘yeh jumlay nahi, daagh hain. Aur yeh daagh humain kya rokeinge?’
The ad tries to portray how cultural constraints limit women’s progress in professional realms. There was Twitter backlash over the content of the ad.
Within no time there was a #boycottariel trend where users encouraged others to boycott the detergent as it is ‘detrimental to cultural values.’
— 𝐓𝐞𝐚𝐦𝐊𝐇𝐑 𝐎𝐟𝐟𝐢𝐜𝐢𝐚𝐥 🇵🇰 (@Rana_Official92) June 22, 2019
Others criticized PEMRA (Pakistan Electronic Media Regulatory Authority) for allowing this advertisement to air.
I request @ImranKhanPTI that please desolve PEMRA and create a better regulately authority to control media in Pakistan.. These ads running on Pakistani TV channels are worse for society..#BoycottAriel pic.twitter.com/yD9IkIFAZX
— kamran khan (@Kamrankkj1) June 22, 2019
I am a user of Ariel but from now on i won't use it. Period!
All the brands must respect the cultural and religious values of an area. You can't ask your customer to buy more by disrespecting their religious and cultural values..#BoycottAriel pic.twitter.com/JrqaJYVmCM
— Jibran (@jibranNjibran) June 22, 2019
While there was a campaign against Ariel, others defended the detergent’s marketing strategy and blamed the inherent patriarchal values for public outrage over the advertisement.
I laughed so hard on this campaign of boycott ariel. I thought they were blasphemic or they made some remark over religion. Turns out that chardewari ad just challenged our patriarchy. Who says chardewari mein aurat ka rehna bura hai. But it's her call people. #BoycottAriel
— Huma_hussain (@getoverthings) June 22, 2019
Taha Siddiqui, a journalist, said in one of his tweets,
Just checked out #BoycottAriel hashtag trending in Pakistan. Apparently Pakistani men are furious tht women r being told they shouldn't stay indoors and most cite religion as a justification. When will we get rid of such toxic [religious] masculinity?
— Taha Siddiqui (@TahaSSiddiqui) June 22, 2019
When will we get rid of such toxic [religious] masculinity?
Another ad featuring women’s cricket faced the same kind of backlash a few years ago when Q Mobile’s ad showed a girl living her dream of representing Pakistan in the World Cup and Orya Maqbool Jan thought that a girl running to bowl was against Pakistan’s cultural norms.