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The case of an Islamabad shopping mall, its poverty-shaming poster and angry Pakistanis on Twitter

The case of an Islamabad shopping mall, its poverty-shaming poster and angry Pakistanis on Twitter

A poster allegedly displayed by one of the capital's poshest shopping malls has come under fire for its "sick" messaging.
13 Nov, 2021

A picture shared on Pakistani Twitter recently triggered the anger of many users of the platform and one look at the contentious image will tell you exactly why.

The image in question shows a banner with a deeply insensitive and classist message, purportedly displayed at Centaurus Mall, a posh shopping mall located in the heart of Pakistan's capital, Islamabad. The picture is reportedly from the resident entrance of the mall and was posted online by lawyer and talkshow host Abdul Moiz Jaferii.

The poster in the image appears to be a 'public service message' teaching affluent mall visitors to learn from their lower income counterparts who, despite their so-called poverty and lack of social standing, manage to follow Covid-19 safety precautions by using leaves as face masks.

The poster's messaging, which is disturbingly callous and dehumanising, was noticed by various politicians, writers and other Twitter users who voiced their anger at its classist tone. PPP Senator Sherry Rehman called out the "poverty-trashing caption".

One user rightfully reminded everyone that lessons can be imparted without degrading individuals or entire social groups in the process.

Former finance minister Miftah Ismail was clearly disturbed by what he saw as well, as were many others.

Another Twitter user also captured the offensive poster on camera.

This isn't the first time Centaurus Mall has become the centre of controversy. In 2015, the mall implemented a visiting fee for entering and shopping within its premises. In a public notice, the administration of the mall included an exhaustive list of people who would be exempt from paying the fee, which included everyone who could easily actually afford to pay the fee. Many considered the measure discriminatory along class lines and called it out on social media.

It is difficult to believe that this poster went through a vetting process before being put up and no one saw anything wrong with it. Shame people for not wearing masks all you like, but there was no need to include this picture. The implication is, of course, that being poor has an inverse effect on being responsible. As Senator Rehman put it, the poster is both dehumanising and classist because it implies that the people seeing the poster should somehow be "better" than those pictured in it and with their money comes a sense of responsibility and civic sense.

Here's some advice for the mall management — next time you want to make a point, use your own pictures to do so. Don't needlessly put down other people in an attempt to shame your patrons into acting responsibly.

Comments

M. Saeed Nov 13, 2021 06:10pm
This poster is clearly indicative of a peculiar class of people that is colloquially called "Naudoulattiay" meaning, suddenly loaded with money.
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Realistic Nov 13, 2021 06:33pm
What is the issue with this Add. It says even if you are poor, still wear mask for protection of coronavirus. Usually poor people say we are poor and corona will not affect us. This PTI government has done a lot for poor people more then other parties in last years
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NoVoice Nov 13, 2021 06:40pm
This appears in line with the thinking of the owners of Centaurus. One is a minister/senior member of PTI despite sexual harassment allegations. The other makes youtube videos showing off his billions of wealth. Money they may have, class they certainly do not.
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Talwar Khan Nov 13, 2021 07:07pm
The poster gave poverty a platform in a country where it is invisible.
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Sher Jang Gilgit-Baltistan Nov 13, 2021 07:56pm
In a country whose existence is directly proportional to loans we get from the wealthy countries of the world, amazingly, some people still in a bad habit of thinking that they are wealthy. I mean all those who have wealth, acquired through legal or illegal mean, are really irresponsible to recognize the sense of their criminality but the poor segments are responsible in their prayers to sustain the very existence of a country that has been corrupted beyond repair by all these elites and their accumulation of their wealth whiteout any intellectual effort but through deceit, intrigue and shaking hands with the devils.
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Syed Nov 13, 2021 08:01pm
How about some of the twitter commentators. Aren't they classcist themselves?
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Gvv Nov 13, 2021 08:11pm
Poor ke itne khairkhawa hn tweet karne tak h hn inke efforts bas. Showbazi ka mauka chaheye bs tweet pe konse paise lgty hn
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Waheed UK Nov 13, 2021 08:26pm
It is ridiculous to make generalisation and discriminate against those least able to defend themselves. The state of poverty or wealth is not an indication of an individual’s true standing as a human being and citizen. I have come across many educated and wealthy individuals who are worse than animals and many poor individuals who resemble angels in human form. It is because of this that it is said that on the day of judgement a camel has more chance going through an eye of an needle than a wealthy and rich individuals. Many acquire their wealth through dubious, immoral and illegal means and consequently creating poverty for others . People should only be respected for their values and morals rather than ill-gotten wealth and arrogance. When you look up to evil , you cannot distinguish between evil and good and your judgement becomes seriously blurred!
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nk Nov 13, 2021 08:27pm
Reality bites.
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Shezi Nov 13, 2021 09:21pm
Check whether this Mall is legally build? Otherwise make it's fate like that if Nesla Tower.
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Jo Nov 13, 2021 10:09pm
Shame. Tells the world of designers and the people they employ. They cannot think. Probably employ intellectually bankrupt people with a bank balance.
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Aziz USA Nov 13, 2021 10:39pm
Nothing new , just a peek into how do Riches think and feel !
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Sam Jawed Nov 13, 2021 10:52pm
Guys have some tolerance and see the message. I am not a big fan of mask but it’s a great message.
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Tenjee Nov 13, 2021 10:52pm
You do love your malls though don't you dear Twitter Instagram Facebook TikTok devotees. How many poor people visit the malls, other the ones doing their jobs as security or car park attendants ... only to get slapped by rich people inconvenienced by these poor workers doing their jobs. Precisely 0. Why not baulk at THAT inequality? Drop your quasi Western pseudo liberal masks and go back to being proper desis if you want to make a difference.
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Jaredlee007 Nov 14, 2021 12:03am
Racist Pakistani business owners.
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Amjad Durrani Engineer USA Nov 14, 2021 02:13am
Very sad and painful to read such indigestible comments by those affluent elites hardly making 5% of the population, who are doing lip service in support of majority poor comprising of 40% are living below poverty line hardly capable of affording a decent meal a day for themselves or their families and remaining low income groups hardly making to meet their ends.
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Jalal Nov 14, 2021 04:32am
No matter the political correctness and the other easy to stand up when convenient posts the truth is the elite in this country fare far worse than the poor when it comes to social responsibility, being of help , sharing , caring and the list goes on . The poster may not be understood or offensive to the poor but certainly had the right impact on the ones that need the message.
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Zeeshan Nov 14, 2021 05:35am
All those criticizing the poster are classist themselves. Need to ask their servants about their true face
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joe Nov 14, 2021 06:08am
Actually there is nothing wrong with the poster. It is showing a person may be poor but yet they are responsible enough to wear masks. That was the message
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Ismail Nov 14, 2021 07:08am
So it is ok to be poor but not to be irresponsible, am I correct?, for a start by putting a poster and mentioning “ poor” is not only dehumanising but a derogatory word itself and can I ask them : what do they do with the left over food? , I hope it is not going into bin and if it is being given to needy people ( not poor) then let’s hope it is being given in a respectful way without looking down towards needy ( not poor ) people
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syed arif hussain zahidi Nov 14, 2021 07:10am
“An arrogant rich and a humble poor both need help! The former needs help to be human; the latter needs help to live humanely!”
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Ismail Nov 14, 2021 07:25am
I think it is to appease their affluent customers, and those ‘ poor ‘ they might not be knowing that they have been mentioned on those posters which is right under their nose as these ‘ poor ‘ cannot read English .
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ST Nov 14, 2021 08:14am
I don't see anything wrong in the post . To me it means that although I am poor and have less means but mask(a commodity) is still my priority and won't compromise on that
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Uddin Nov 14, 2021 09:03am
Sherry rehman what kind of name is that ?
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Tariq Nov 14, 2021 09:40am
I think people are trying to give whatever angle to this picture. Obviously the message intended was very clear and decent. Only people with some other narrow thinking in life paint it bad way.
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asad Nov 14, 2021 09:48am
Understand the message they are trying to portray but its done in very poor taste. Maybe next to it they should have put the photos of some rich brats without the masks! Rich and irresponsible. I am sure there is no dearth of them.
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Salman Nov 14, 2021 10:34am
Suppose, the slogan of "rich but arrogant", showing persons without masks and wearing jewellry and driving lamborghinis would appease these trash talking class.
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Realistic Nov 14, 2021 10:53am
@Amjad Durrani Engineer USA , you are in USA, know nothing about ground realities in Pakistan. So enjoy good life there and leave Pakistan alone
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Abood Nov 14, 2021 12:05pm
Whats wrong with it.its a message to the so called rich and twitter warriors that if poor who cant afford a decent meal are putting on masks and taking care so that the spread of this virus should stop than the rich need to stop giving excuses for putting on masks.
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Abood Nov 14, 2021 12:07pm
@Shezi .This is islamabad not karachi.An inch extra is not allowed here and they demolish it.we dont have MQM and pppp here.
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Rizzo Nov 14, 2021 12:43pm
Who's rich in Pakistan anyway these days? Why are people offended? This poster is referring to us all collectively.
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Kaz Nov 14, 2021 12:51pm
@NoVoice Yes this government has killed the poor
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Imran khan Nov 14, 2021 01:12pm
The photo appears to be of Indian woman with her child.
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AA Nov 14, 2021 04:33pm
@Realistic - Why poor wear mask which is hazardous ? Why PTI wasn't able to give them surgical masks ?
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Mark Nov 14, 2021 11:10pm
The courrpt ruling elite has gone out of control!
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asad Nov 15, 2021 04:40am
@Realistic Chill out a bit no need to be antsy here bro.
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Shezi Nov 15, 2021 10:04am
@Abood hope so, Islamabad was supposed to be constructed for 80000 official people and their families but now we can see waters thumping encroached houses.
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