One of the leading detergent and washing powder brand ‘Ariel’ is facing a #BoycottAriel campaign after a new advertisement which triggered a debate on social media.
The new advertisement which was launched recently referred to being in home as ‘Daagh’ after which people criticized it. They questioned the purpose of such commercials which promote liberal values in contrary to Islam.
People initiated an online campaign asking people to boycott the Ariel detergent which is propagating message against Islamic values.
— Abdullah Rafiq (@AirDawah) June 21, 2019
— roby (@raviann95) June 22, 2019
kindly have a look at this cheap ad of ariel , they are making fun of our religion .. retweet it as much as u can .. lets make it a top trend #BoycottAriel#Arielhidaaghhai
— Safdar Khan (@Safdar678) June 21, 2019
The commercial aired on various national TV channels contains content which is objectionable.
They have made fun of Islamic values .
GOVT should look in this matter at earliest.#BoycottAriel pic.twitter.com/jungBRTHiM
— Danish Nisar wani (@Danishnisar21) June 22, 2019
Many people also questioned the role of Pakistan Electronic Media Regularity Authority (PEMRA) asking why it fails to take action against these companies?
— Raja Moazzam (@rajamoazzam6) June 22, 2019
— Saad Saoud (@SaadSaud107) June 22, 2019
Others used the website of PEMRA and Pakistan Citizen Portal to make complaints against the company.
— Zoheb hassan?? (@Zoheblashari) June 22, 2019
— ???? ???? ? (@azhaiali884) June 22, 2019
Some believed it was an unnecessary show of ‘masculinity’ by men.
Macho men triggered again ?????
once again “a washing powder ad” puts brothers masculinity to test#BoycottAriel
— Aamir (@aamirtanoli) June 22, 2019
Another user believed that nothing was against Islam as the advertisement only challenged patriarchy.
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
AwamiWeb also conducted a poll on Facebook asking people whether they think Ariel should be fined for this advertisement.
The issue of separation between men and women and the roles women can and should fulfill is not understood properly by many people in Pakistan.
Many believe that the role of the women is confined to the home and she should never work despite the fact that Islam encourages many roles for women such as teachers and doctors.
Others want to try the Western experience by objectifying women and making her responsible for her own expenses not knowing the consequences of burdening women and destroying the family values.
After criticism the advertisement was removed from the official page of Ariel. But it is not the first time that such advertisement were initiated by a brand, previously Careem also launched a campaign