Pakistan Electronic Media Regulatory Authority (PEMRA) has banned a television commercial by multinational beverages company Coca Cola, ‘Extremely Pakistani’ after the ad received serious flak over controversial messaging.
The notice issued by the media watchdog said that the content of the advertisement is not only offensive but also tantamount to demeaning Pakistanis as a nation. It said public at large is criticizing the theme of this advertisement that is promoting a negative perception against Pakistan and Pakistani nation, world over.
Social media users expressed their disapproval as soon as the ad went on air. They believed the ad not only equated Pakistanis to ‘extremists’ but also trivialized extremism in an attempt to portray it as a positive attribute of the Pakistani nation. In a society that has suffered dearly at the hands of violent extremism the idea was probably destined to fall flat.
Renowned singer Jawad Ahmad said coke misinterpreted ‘extremism’ which he said was a highly sensitive word.
The new #Coke Ad is an ugly interpretation of the word ‘Extremism’.It shows how low can marketing of a brand stoop to,just to make more money.
It is dumb & immature of marketing team of Coke to use such a highly socially sensitive word so non-seriously just to sell their bottles. pic.twitter.com/FLh0oP4DTn
— Jawad Ahmad (@jawadahmadone) July 28, 2019
Another Twitter user denounced the act and said the marketers labelled the nation as extremists.
— Hafiz Rana Akif (@HafizRanaAkif) July 29, 2019
PEMRA has ordered all media houses to immediately withdraw the ad. Watch the ad here: