ISLAMABAD – An international detergent brand has come under fire for anadvertisement questioning gender stereotypes in the conservativepatriarchal country, with critics denouncing the company for allegedlyinsulting Islam.
The commercial for Ariel soap, owned by US-based Proctor & Gamble, callsfor women to break free of conservatives norms and pursue careers.
In the ad, several women representing different professions — including ajournalist and doctor — are seen pushing dirty sheets hanging on aclothesline off the screen.
The sheets are printed with common refrains used to reinforce theoppression of women in Pakistan, including the question “What will peoplesay?”, which heralds scandal every time a woman chooses to challenge gendernorms.
The commercial ends with a close-up shot of the Pakistan women’s cricketteam captain Bismah Maroof saying: “Stay within the house… these are notonly sentences but stains”.
Social media was abuzz on the issue, with conservatives lambasting itsmessage using the hashtag “#BoycottAriel” on Twitter.
“They (are) insulting Islamic teaching in their advertising,” wrote BinteSuleman on Twitter, while Raja Moazzam added: “Please take action againstthese liberals, who (are) prompting liberalism in Pakistan”.
Others called for Pakistani regulators to have the commercial officiallycensored and removed.
The company did not immediately respond to requests for comment by AFP.
Women in Pakistan have fought for decades to secure their rights.
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Much of society lives under a patriarchal, outdated code of so-called”honour” that systemises the oppression of women who defy tradition by, forexample, choosing their own husband or working outside the home.
Women also face what activists have called pervasive violence against themby men, routine discrimination in the workplace, and public harassment,with few women daring to walk alone outside of their homes.
The Ariel advert is not the first time a major company has faced backlashin the country over its stance on women’s rights.
Ride-sharing app Careem came in for its share when it released alighthearted ad earlier this year showing a runaway bride, the captionreading: “If you want to run away from your wedding, book a Careem bike!”
Critics filed a legal petition against the ad, calling it an “unethicalpromotional campaign”.
And in 2016 Pakistani mobile company QMobile was criticised after an adwhich showed a female cricketer defying her father’s wishes and leavinghome to pursue her dreams of playing internationally.
The ad was branded a conspiracy against Pakistani values, with somecommentators taking particular exception to “vulgar” footage of thecricketer running up to bowl. -APP/AFP
