Dawn Images

The Pakistan International Screen Awards (PISA) are ready to kick off tonight but there's a little problem.

While many celebrities are sharing pictures of landing in Dubai on private jets and rehearsals for the show, a few won't be able to make it. And according to Bulbulay actor Nabeel Zafar, the event's management is to blame.

Zafar - who has been nominated at PISA himself - took to his social media accounts to share a note about the mishaps that led to him announcing that he will not be attending the show.

Nabeel shared, "For the last couple of days, you guys saw me being advertised and nominated in an awards show 'Pakistan International Screen Awards 2020' for my performance in Bulbulay. It's a recognition that I feel has been given to me by all my fans who like my work in Bulbulay."

"I was approached by the organizers through their PR company Body Beat and requested to attend the show in Dubai on Friday, 7 February 2020. Like me, there were many of my colleagues and renowned actors who were asked for documents to travel today. Now suddenly the organizers have stopped their communication and put us in deep confusion as many of you in Dubai have been asking about our appearance in the show."

He went on to say, "This is total miscommitment as our names were used to promote the awards show and now such an unethical move by the organizers is simply embarrassing. Such a move is an insult to me and many other artists who were contacted and committed to travel. It will also bring a bad name to our industry specially in front of people who have bought tickets to the show."

"To all the people who are expecting us in Dubai, let me categorically inform you all that I will not be a part of the show."

This isn't the first time PISA made an error during promotions. Previously, the organisation announced that Mahira Khan will be performing at the award show, which Khan herself denied and clarified on Twitter:

Moiz Kazmi of MK Digital who was handling PISA's digital PR responded to Images about the matter saying, "When you fly 200 people, it's not an easy task. It's a new show and a new product. Every brand and event has teething issues. I think with time, PISA will get bigger and better. Every new brand will have its share of stress, together, we can make Pakistan a brand globally."

The award show will take place tonight at the Coca-Cola Arena in Dubai.