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I don't agree with being objectified for my looks: Nargis Fakhri speaks out about controversial ad
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I don't agree with being objectified for my looks: Nargis Fakhri speaks out about controversial ad

I use my persona to further a brand's communication but never to be objectified, says the actress
Images Staff
22 Dec, 2015

A few days ago Indian actress Nargis Fakhri appeared in multiple Urdu language daily newspapers in Pakistan in an ad for telecom giant Mobilink — the ad, which featured Fakhri posing in a red dress with a cell phone, caused a furor. People called the ad out for being inappropriate, for objectifying the actress and also for being just plain nonsensical.

As a comment piece in Aurora Magazine stated, "The focus on Fakhri has no relevance whatsoever to the advertised product... Mobilink has to stop using blatant objectification of women in its advertising. The campaign seems to be a lame attempt to fuel controversy and get everyone to talk about the product."

Nargis Fakhri herself seems to agree. In a statement she issued on the matter that appeared on Indian website Pinkvilla, the actress said: "I've been with Mobilink as their brand ambassador for the last 3 years and there has never been an issue like this. I was unaware that they would consider using this visual for a mainstream newspaper ad — an Urdu daily as it was never meant to be."

She continued: "As a model or celebrity, I have always believed in using my persona to help further a brand's communication but never to have it used where I end up being objectified for my looks. Culturally too, my team and I are aware and respectful of what visuals work for what mediums, markets and audiences and hence given the brand's firm penetration in the Pakistan market, we left it up to their expertise to use the images appropriately."

On December 17 Fakhri had posted a preview of an ad for the telecom company on her Twitter account, saying, "All my Pakistani Fans get ready for a big surprise!"

And the future of the Fakhri's association with Mobilink? We're waiting to find out.

Comments

jimmyali Dec 22, 2015 02:02pm
Well said Fakhari
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ikram Dec 22, 2015 02:36pm
From today onwards i boycott mobilink and will change my sim to some other service provider. Will ask same from family and freinds.
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Nani_Patekar Dec 22, 2015 02:48pm
"I was unaware that they would consider using this visual for a mainstream newspaper ad". What did you think that they were planning to use this visual for?
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Islamabad Calling Dec 22, 2015 03:01pm
She may be Bollywood Star but she is Pakistani American not Indian. Her father was Pakistani and her mother was Czech
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nastik Dec 22, 2015 03:10pm
What is wrong with these pictures? She is completely covered and I think this is how most of the women in Pakistan dress.
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waleed KARACHI Dec 22, 2015 03:20pm
This advertisement can not be justified,news papers are seen by alims or madadsa students,even by family members......These are the persistent attempts to poison the Pakistani society towards vulgarity.
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Naveed Dec 22, 2015 03:26pm
We dont care what you think. We can think for ourselves and you have played a part in objectifying women sexually . That is what i think
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lafanga Dec 22, 2015 03:32pm
This ad is not only dumb, it just looks so out of place in the middle of the front page of daily newspaper in Pakistan. One factor is that Pakistan is still relatively a conservative society and certain type of ads are still shunned, which is a good thing. It is dumb because you will find this kind of marketing tactic only in trashy tabloids and not mainstream media even in the so called liberal Western societies. Whoever came up with this not so brilliant idea should be fired.
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Safdar Dec 22, 2015 04:55pm
It's not the looks it's the curves that is stressing out a lot of people....
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Jaan Bhittani Dec 22, 2015 06:01pm
in Pakistan we does not like these kind of posters in the news papers.
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shiraz Dec 22, 2015 07:22pm
Well.....you have been noted!!!
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Hamid Shafiq Dec 22, 2015 07:25pm
It's fault of news paper not fakhri because she worked in advertisement whether they posted on news paper or toilet roll .
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Dr Yashfaa Rao Dec 22, 2015 07:29pm
This add must Not Be On The Front Page .It could be In Sunday Magazine Or Anywhere Else .By The Way Nargis Fakhri Honestly speaking I also Got Surprized For A moment When I had A Look On Sunday Paper . Usually Such adds are Not Published On the Front Page with Such Space and Size. The Way It was Presented Really Makes It Awkward . Otherwise There Is Nothing Wrong In It and I have No Issue With It.
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Farooq Bhatti Dec 22, 2015 07:31pm
Controversy over this ad is looked like marketing strategy of mobilink n nargis. And they both are getting response, as they'd planned.
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Exlim Dec 22, 2015 08:22pm
Nothing wrong with the ad. The phone company has not done anything unheard of, featuring attractive women to sell a product. There are more harmful ads chalked up and plastered on walls touting hatred all around us and we seem to be OK with those.
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samina Dec 22, 2015 08:34pm
Grow up Pakistani Men! Nargis or any other model or any woman can do whatever she wants to do.
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berni Dec 22, 2015 09:20pm
I don't understand this cry over a silly thing. If she doesn't object, why should we care? Are we her father or what?
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Dr.M.M.Khan Dec 22, 2015 11:35pm
You don't have to feel guilty about anything. You are a professional model and it is your livlihod. There is nothing indecent and vulgar about your image. It is all in the mind. Merry christmas.
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Ahmed Dec 23, 2015 01:37am
It's just so silly that you guys at dawn have "moderators" who don't publish the slightest of inconvenient comments. I can understand censoring profanity or hate speech but someone comments on the ills of a society need not be censored. Freedom of speech should be made the hallmark of any society and it is about time that YOU get with the program.
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B.Ally Dec 23, 2015 02:47am
I see no issue out there.
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Taj Dec 23, 2015 03:24am
@berni I don;t see anything wrong with this ad. People needs to grow up. We have seen worst than this. She looks awesome.
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iztraab Dec 23, 2015 03:43am
@nastik there is something called "objectification" where woman is used as an object to satisfy desire of male dominant society and sell products to them. I am as a Pakistani male is not OK to see woman as an object because she deserves much more respect than that. i hope it helps.
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ruby Dec 23, 2015 08:41am
Sorry, what is wrong with this Advert. Tea adverts use good looking husbands making tea for their wives. Why cant a good looking woman advertise mobile phones. Women use phones too!!! She is fully clad, there is no vulgarity like the item numbers we see in Pakistani movies. What's the fuss about. Yes she is attractive, yes she catches the eye, BUT THAT IS THE WHOLE POINT. Please let the morality policy go back in its barracks. Let us enjoy the Adverts
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Lounda Dec 23, 2015 08:52am
@lafanga mobilink trying this feat is no as astonishing as the editorial staff of Jang newspaper allowing it to publish. They had "Farmaan-e-Illahi" on front page and well as this add . Pakistani society has such vast imbalances.
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Faisal.K Dec 23, 2015 08:57am
@Safdar haha...you are right
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Raheel Lakhani Dec 23, 2015 10:04am
Baatein kar walo bas. As if the same image is okay for a billboard. Duh!
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Jawad Asif Dec 23, 2015 10:06am
Nargis Fakhri no doubt a beautiful and talented actress as well as model but the objection is on the placement of advertisement. The advertisements are usually directional but by publishing it on front page of Jang news is ridiculously wrong idea. They can post on a film magazine or any other advertisement page. I think this is insult of the model too.
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Logic Talker Dec 23, 2015 11:34am
What is the problem with that photo??. She is dressed like a normal lady
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Pakistani Dec 23, 2015 03:29pm
There is no problem with model's dress but posture.
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Asim Sagheer Dec 25, 2015 12:19am
That looks an old Punjabi film poster in which Saima is all over.. That makes sense that she was somewhat not aware that they are going to use it like this..
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Ram Dec 25, 2015 01:00am
all I can say is she is sassy
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Aamir Mallick Dec 25, 2015 03:17pm
Page 3 ad got published on Page 1. What's the big deal?
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Troy Dec 27, 2015 06:31pm
That is a dumbest idea to throw the picture on the front page of news paper. This just shows how the mainstream media and the corporate feel about people which include family household men and women still tend to read newspaper every morning with cup of tea. I do not have any grudges against posting add rather placing add on front page. This might reflect the condition we are in today empowering our electronic media with all kind of freedom but yet no rules to follow, no policy to adhere. In developing countries where freedom of speech is part of the constitution but the institutions bare and feel the responsibility of what is common sense and right for reader.
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