Urdu newspaper ad featuring Nargis Fakhri sparks outrage on social media

Published: December 20, 2015


No one can tell what makes Pakistanis fume. This time an advertisement featuring Bollywood actress Nargis Fakhri on the front pages of leading Urdu newspapers seems to have done the job.

No pain, no weight gain for Nargis

Many, including journalists, took to Twitter to condemn the ‘obscenity’ of the seemingly innocent ad that simply shows a woman lying down with a phone in her hand.

Mobilink completes acquisition of Warid Telecom

While some Twitteratis chose to be more rational and focus on bigger issues:

Controversial advertisement: SSP suspended for issuing covering letter

Others simply pointed out the facts:

What do you think about the advertisement?

Facebook Conversations

Reader Comments (40)

  • Oh please
    Dec 20, 2015 - 3:44PM

    I bet given the chance these angry men would love to meet her.

    And also I wonder if they have been googling her on the net any way.

    We really need to relax as a nation.

    Get angry about the litter on the streets, no one paying attention to traffic laws, the poor state of schools and hospitals, but not thisRecommend

  • Dr.M.M. Khan
    Dec 20, 2015 - 3:50PM

    It is all in the mind.Recommend

  • Besharam Khan
    Dec 20, 2015 - 3:54PM

    Where is Khawaja Asif’s tweet “Koi Sharam hoti hai, Koi Haya hoti hai” ??????Recommend

  • Shoaib
    Dec 20, 2015 - 4:03PM

    When people say someone has a dirty mind, they’re just acting all holy. Allah added the desire of women in men. It is obscene when a lady is lying down with all her curves being revealed in a tight dress that too in a Muslim Country. If tight dress were allowed, Islam wouldn’t have specifically disallow these types of dresses. The picture is 5% of a mobile phone and the rest a SIDE VIEW of a lady? This is too dirty to be out in a newspaper. Pakistan is drowning in shamelessness.Recommend

  • Naveed
    Dec 20, 2015 - 4:06PM

    Ansar Abbasi sould resign immediately in protest.
    But he would not do that and this is called Hypocrisy!Recommend

  • Naveed
    Dec 20, 2015 - 4:12PM

    What’s the point of making her brand ambassador of pak company? She doesn’t consider herself Pakistani….i noticed she always wishes to Indian on their rituals in her fb,twitter but she never wishes pak independence day on his accountRecommend

  • Waseem Sarwar
    Dec 20, 2015 - 4:31PM

    I can’t see anything wrong with it. She looks beautiful .:) Recommend

  • pk
    Dec 20, 2015 - 5:22PM

    The great Ummah should be thankful that someone has printed a very DECENT picture of her otherwise internet is full of OTHER pictures of her.Recommend

  • Jayhoo
    Dec 20, 2015 - 5:37PM

    I will one give heed to Ansar abbasi if he resigns from Jang group, he has protested zillions time but never resigns from this group, what a hypocrite he is..Recommend

  • Riaz Uddin
    Dec 20, 2015 - 5:44PM

    I’m more concerned because all this beauty will be the fate of pakoray and parathay.And patisa, jalebi etc are no exception. This is called news with entertainment. These is nothing heartening in national news so better to watch something while boring dry news with no job advs…Recommend

  • brar
    Dec 20, 2015 - 6:02PM

    I will request all Pakistanis and Indians to visit fb page of Dr. Shazia Nawaz, she says 90 % male children has been molested at least once in their childhood, go and answer what she says.Recommend

  • xyz
    Dec 20, 2015 - 6:06PM

    ah – don’t see anything wrong with the ad. Newspapers never print something until there is readers’ interest! Wonder why ET’s readers taking so much interest when they don’t like the ad in the first place? Recommend

  • Mutahhar
    Dec 20, 2015 - 8:36PM

    @Oh please:
    if ” no one paying attention to traffic laws, the poor state of schools and hospitals” then this ad does not make that right…. right..??Recommend

  • Hassan
    Dec 20, 2015 - 8:58PM

    The marketing department is only a money minting machine for jang group and it seems there is no policy for publishing ads in the newspaper. If one have the capacity to pay them they cannot hesitate to publish a whole Playboy magazine on their front page. Its not the first time the group has crossed all lines but the marketing department is also responsible with the group. Unluckily where the editorial department is weaker and the marketing dept is stronger we should expect such things as there are more ads and less news in the paper Recommend

  • raw is war
    Dec 20, 2015 - 9:15PM

    If this picture is indecent, they have not seen her “other” pictures.Recommend

  • Adil
    Dec 20, 2015 - 9:23PM

    I’ll criticize two aspects of this advertisement.
    1) The posture is bad. Even if there was a man with the posture as in the ad with shirt removed, I would have criticized it.
    2) The ad. is on the front page and its placement in the middle of the page.
    After seeing that ad. I was like: now we will be seeing this type of ad on front pages too. Earlier such ads were only found in magazines. I don’t think such bad posture may be in any Urdu magazine either.
    I think I feel more irritated for this ad to be on front page.
    The actress is not at fault, not even the director of this ad. These people are from show business, it is a normal thing for them. The people at fault are managements of newspapers and Mobilink who chose to approve this ad.
    This is not our culture. This is not our norm.Recommend

  • C M Naim
    Dec 20, 2015 - 9:29PM

    No one seems worried about exploitation of women for commercial purposes. Nor, of course, about the kind of politics the Jang Group pushes in Urdu while pretending to be more liberal in English. Recommend

  • Mubashir Mahmood
    Dec 20, 2015 - 9:52PM

    It’s a shame and this type of ADs on channels have been very common.
    Big question on PEMRA and also on Press Information of Department (PID)Recommend

  • curious2
    Dec 20, 2015 - 11:10PM

    Fully clothed attractive women seem to intimate some men – anyone surprised? The fact that she is employed would probably upset them as well.Recommend

  • Hamza
    Dec 21, 2015 - 12:35AM

    @oh please.
    Usually i will agree with you that we need to relax as a nation however to be honest this ad is so irrelevant the way it is being portrayed. Making a woman lay down with clothing to show off her curves while the text to read is going around her body was very unnecessary and cheap tactics for a news paper that ends up in the hands of men mostly married… Now i dont mean lets get out in the streets and break havoc but showing dissatisfaction towards the jang group is justified.Recommend

  • Azhar
    Dec 21, 2015 - 12:57AM

    Moulana Ansar Abbasi can see what others can not see in the picture . For me it is a descent picture and no absurdity was visible to me even with a magnifying glass .Recommend

  • Parvez
    Dec 21, 2015 - 12:59AM

    If the sales of Jang were up by 30% on that day…….I’d say it was an idea well executed, because there was nothing objectionable about the picture. Those who objected should clean their thoughts.Recommend

  • Muhammad Mustafa Khan
    Dec 21, 2015 - 2:22AM


    your all are feeling bad about it now where were you when this all had started long time ago; you all are just Hippocrates nothing more. Recommend

  • A 2 Z
    Dec 21, 2015 - 3:42AM

    This was more of Nappe Rashes Cream add with certain Don’t. Overall extremely poor show because the Target Audience was ten year and above in urban/rural both. Social culture and norms be given a little room to exit. Education mean implementation not only the qualification.Recommend

  • Pakistani Sindhi
    Dec 21, 2015 - 5:42AM

    In case you people have forgotten, Ansar is pro-Taliban/terrorists. Recommend

  • Faiz
    Dec 21, 2015 - 6:25AM

    There’s nothing wrong with the ad itself.
    There’s very moderated and careful use of sexual attraction in it.
    But had it been somewhere else in the newspaper, the next page maybe, it would’ve been fine.
    News Papers, in my opinion should maintain a decorum, and their primary reason to exist should be to convey honest, unbiased news, not to make money. And for the sake of keeping a decorum, I think, this ad should not have made it to the front page.Recommend

  • Ifzal
    Dec 21, 2015 - 9:43AM

    Not only Jang Newspaper it was also on express :) Express group hadn’t shown their criticism.Recommend

  • Dec 21, 2015 - 10:40AM

    The fact that it has now become a trending post on social media as well as being on the minds and in discussion, speaks volumes regarding the thought process behind this wonderfully crafted advertising strategy.

    It is interesting to see here that we, as a nation still prefer to be thieves in the shadows and be able to throw stones at the beggars in the morning.Recommend

  • Khurram
    Dec 21, 2015 - 3:51PM

    Since the infamous Ansar Abbasi has objected to this ad, that’s why many people are defending this ad saying there’s nothing bad in it. I’m pretty sure had noone raise a voice, the same people would have criticized how such ad could be allowed. Make no mistake, I’m a liberal person, but this ad seriously makes everyone focused on ‘something else’ than a phone. Girls wearing miniskirts and shorts can still be decent than the vulgarity oozing from this ad. Ever see the pics of our women football players or lady tennis/squash players? Almost half of the ladies wear shorts in all matches, yet noone look indecent. Recommend

  • Osama SIddiq
    Dec 21, 2015 - 4:07PM

    I am a creative at an Advertising Agency, also working for a Telco,
    I have been silently observing this “Hot Ad” as they call it,
    I see that some of you are saying that the people are so hypocrite, they would love to meet her n real life etc. I understand, but ever heard of that “Pards” between the smoker Father & Son, how they both know that they smoke and it is okay until they smoke in front of each other, What I am trying to say is that there is a huge difference between some dude googling Nargis and an official Newspaper serving it to you in a plate.Recommend

  • brar
    Dec 21, 2015 - 5:12PM

    @Riaz Uddin: we all are hypocrates, .Recommend

  • LS
    Dec 21, 2015 - 8:21PM

    I have no idea what is wrong with this advertisement – She looks great in Red!! A women has curves and if those curves take you towards bad thoughts then the problem is in YOU not the advertisement. Recommend

  • Wizarat
    Dec 22, 2015 - 2:29AM

    Its money in the bank. As Mr. Abbasi works for the Jung Group, he probably is getting a hefty bonus for increasing the reprints of the paper.

    If it is trending on twitter, it is better for the brand.Recommend

  • Jake
    Dec 22, 2015 - 4:42AM

    I’m guessing they meant that this is not a big deal considering all the problems we have in this country. @Mutahhar: Recommend

  • adnan
    Dec 22, 2015 - 10:46AM

    Great picture, all haters purchased next day same newspaper. It is all about business not ethics.Recommend

  • namaste
    Dec 22, 2015 - 8:45PM

    your priorities need a reality check when you are offended by a girl in advertisement, and not those girls who set themselves on fire in front of the police station because the cops refused to file a report, or those little girls and boys molested and their movies made in kasur and other cases. Recommend

  • MA
    Dec 22, 2015 - 10:44PM

    Such hypocrites these people. Probably gawked at the picture for the longest and then because there was not much to really see, objected to it being in the paper. Recommend

  • Shafiq Khan
    Dec 23, 2015 - 3:11PM

    Ansar Abbasi has courage to protest against his own employer. How many are there?
    Think about this slow poison, tomorrow you will not be able to protest against the printing of sunny leone type women. Think about islamic tradition for women not what west is doing with women.Recommend

  • Quresh
    Dec 23, 2015 - 10:30PM

    Hypocrisy………….. No protest or comments about What is going on local TV shows, drama and in Posh society. Recommend

  • Shahid Saghir
    Dec 28, 2015 - 6:37PM

    I don’t know why we confuse business with social service. These media houses are based on sensational news and they thrive on breaking news so if it’s business then it could be anything that sells good. Recommend

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