We have all seen the ‘fresh’ and audacious billboards for a fast food burger chain’s latest marketing campaign across Karachi and Lahore. The sheer boldness of the innuendos printed publicly in the most obscene of manners is definitely unexpected and surprising. No wonder it has caused many to bat an eyelash, especially the ulemas (clergy) who have launched an onslaught of criticism bordered by a strong sense of religious fanaticism. The timing could not have been any more controversial either. The release of the campaign right after the end of the holy month of Ramzan brings into question the moral fabric of this nation — whether it has deteriorated into oblivion, vanishing completely as the sun had set on the last day of Ramzan or so were we led to believe?
The sister brand of this chain in the US has gone through similar criticisms over its recent campaign. Popularising with the tagline “We have the biggest breasts in the business”, leaving the ‘chicken’ conveniently out just like the chain here had a woman’s hand artistically placed over two ‘fresh’ buns made people believe this marketing stunt to be a desperate attempt at gaining attention. Well, if that was the only motive to start with, they have certainly succeeded. Marketing for the sake of marketing is the worst trick in the book and has damaged the sentiments of the local population by legions. This bold stunt to gain attention has definitely set precedence for companies to blindly outrage the sentiments of the local population to gain popularity for their franchise and boost sales. Furthermore, the other pervasive notions of ‘unbuckle your jeans’, ‘use both hands’ and ‘open wide’ with the image of Angus Thickburgers have been rather unsettling, and have given a more negative connotation to the franchise and campaign than that of a comical one.
The motive has not only hurt the public but has also seemed to show zero regard for the principles that the country stands for and therefore has been a serious blow to our self-respect. The fact that the marketing team at this international franchise endorsed such a daring campaign signifies two very important points: the audacity of the department to launch such campaigns without fear of consequences and/or the incognisant state of the nation to realise the severity of the innuendo made to its morals. Angered, people have been gathering as mobs outside multiple branches and have taken part in blackening and defacing the posters and billboards.
Statements issued by the clergy have made us further believe in the magic of these campaigns in luring our youth out to the seductive nature of the campaigns to ruin their moral values and cause them to succumb to the vulgarity and depravity of their motives! The innuendos that were limited to conversations are now very much visual for us to really start measuring the shallowness of our own personalities. However, for the team of this franchise in Pakistan, it is an infringement of their right to freedom of expression in the country.
True, on a fundamental level, however, the issue is not as straightforward as it might seem to be. This kind of obscenity has disturbed the nation because it is not our culture to be accustomed to the innuendos. Our tradition is to be socially respectful of our values. Previously, similar attempts by another international chain, known for its frame-grilled chicken, in releasing advertisements with comments such as “The second best way to cover your fingers in a hot chick’s juices” in the form of posters in their restaurants have also played with the thoughts of the public, which seem to have been rather unsettled and disturbed. Having said all this, I personally think that while all corporate brands do enjoy the liberty to advertise in ways they like, they should be mindful of our personal values, which are most certainly a key stakeholder here.
However, our nation should also work towards harbouring a sense and culture of patience and tolerance, and going about such issues in a civilised manner rather than lashing out our emotions, hurting other people and taking law and order into our hands. It is our responsibility not only to guard our personal values but also to protect the rights of other people. While exercising tolerance is key, it is equally important that our restraint is not toyed with in unwarranted situations.
The writer is a student at LUMS and freelance columnist