Images

Karachi restaurant Swing draws social media flak for using scene from Gangubai Kathiawadi in promotion

Karachi restaurant Swing draws social media flak for using scene from Gangubai Kathiawadi in promotion

The video advertised a 25 per cent offer for Men's Monday with a clip of Alia Bhatt outside of a brothel.
Updated 18 Jun, 2022

Karachi restaurant Swing has drawn the outrage and ire of social media users after it used a scene from film Gangubai Kathiawadi's scene to promote an offer for men.

On Friday, the restaurant's official social media pages used a scene from the film that showed a scene from the movie in which Alia Bhatt is forced into prostitution and gesturing with dead eyes at men to get her first client.

As soon as the post went up, it received heated comments from social media users calling the restaurant out for their bad taste in content promoting offers at the restaurant. Content creator Daniyal Sheikh took to their Facebook post and wrote, "What is this? It's promoting sexual abuse of women and literally making fun of women who are forced to be a prostitute. Try to be responsible."

Other content creators and social media users commented on Instagram and called them out.

A user wrote, "If you guys think that this is some sort of marketing strategy and this will gain you some attention and customers then you're sadly mistaken! Using a clip from a movie based on prostitution (which btw is based on someone's real life) just shows how low and shallow you can get just for publicity."

Another user wrote that they didn't expect such an advertisement from the restaurant and that they are "extremely disappointed".

Gangubai Kathiawadi tells the story of a woman who was forced into prostitution and her journey to becoming a feared and revered leader. She was sold into the market by her lover Ramnik who flees with her jewellery and money. She is beaten and forced into prostitution, and the scene used in the Swing promotion shows the very traumatic experience of her first client.

On Friday night, the restaurant shared another post on Instagram claiming that it was "just a concept".

"We didn't mean to hurt the sentiments of anyone. The movie and this post is based on a concept. Like before, we're open to all and will be serving you with the same love like we always have," the restaurant wrote. This non-apology was received as well as the original post — which is to say, it received even more flak.

Comments

Hanif Jun 17, 2022 06:09pm
people lack common sense. they can do anything to market their product.
Recommend
Ahsan Gul Jun 17, 2022 06:39pm
What is wrong with our people and businesses advertising immoral pictures and signs? Is money that important and more than Islamic decency? Sincerely
Recommend
Constantine Jun 17, 2022 07:07pm
How cheap. Typical Pakistani man attitude.
Recommend
Dr. Salaria, Aamir Ahmad Jun 17, 2022 07:16pm
Height of shamelessness, double standards, commercialism, deceit and deception.
Recommend
Bunny Jun 17, 2022 07:29pm
really the insinuations are disgusting .
Recommend
Arshad Jun 17, 2022 08:01pm
They have got what they wanted - attention
Recommend
A Ahmed Jun 17, 2022 08:21pm
It's a negative promotion, create content that everyone jumps in to condemn then apologize and get more coverage for being damned into an apology. Get it! Wait for an apology coming soon.
Recommend
Constantine Jun 17, 2022 08:27pm
@Ahsan Gul “ What is wrong with our people and businesses”- too much adult content watching, that’s the problem with your people. The number one nation in doing that.
Recommend
Tom Jun 17, 2022 08:45pm
Soon Indian cinemas will sue you for taking the clip, this will be icing on cake
Recommend
vikas gupta Jun 17, 2022 09:22pm
@Ahsan Gul : Yes: The answer is resounding Yes:
Recommend
amber Jun 17, 2022 09:37pm
OMG !!!
Recommend
M. Emad Jun 17, 2022 09:47pm
'Raazi' (2018) Alia Bhatt's best film.
Recommend
JustSaying Jun 17, 2022 09:51pm
@Constantine Good One.... You hit the Nail....
Recommend
Vicky Jun 17, 2022 09:52pm
Oh suddenly u find this offensive . How’s the tea ? By the way
Recommend
Dr. Rafiq Khan Jun 17, 2022 09:57pm
It's best not to import an inferior culture.
Recommend
Sam Jun 17, 2022 10:14pm
Pakistani society is too immature for this kind of humor, as is obvious from the comments. In the US, we would just have a good laugh on such witty ads.
Recommend
Gulshan Omar Jun 17, 2022 11:05pm
Maza aya. Congratulation for putting pretty Alia in your ad.
Recommend
Fawad bhai Jun 18, 2022 12:04am
Well the marketing strategy worked... Thousands of people who had never heard of this place now know about it. Apparently this is a 'top cafe' as per some posts and will be checked out by visitors living outside of Karachi because of this article
Recommend
Trabant Jun 18, 2022 12:14am
@Ahsan Gul Islamic decency? As if none of the other religions have it? Its basic human decency.
Recommend
Zak Jun 18, 2022 12:31am
Remove it straight away, this is Pakistsn.
Recommend
Rehana Bounse Jun 18, 2022 01:17am
Shameful! Be original with your content. This king of advertising makes people & their families sick. What has the world come to . Other person’s misery & tough situations are good for advertising? Very disappointing & very embarrassing for people who care about issues.
Recommend
Constantine Jun 18, 2022 02:07am
No one is talking about the elephant in the room: Pakistanis were, are and will continue to watch bollywood films in hoardes.
Recommend
Saeed Jun 18, 2022 04:26am
Brilliant & bold advertising pitch but it's too much for hypocrites Pakistanis.
Recommend
Jay Hind Jun 18, 2022 04:30am
Disgusting as the ad is, it is heartening that those who are protesting it are doing so for the right reasons, and not because it is Indian content.
Recommend
Rehana Bounse Jun 18, 2022 06:31am
@Constantine yes! Definitely very hypocritical
Recommend
Malz Jun 18, 2022 06:35am
This is so disturbing
Recommend
Douglas Jun 18, 2022 06:52am
@Dr. Salaria, Aamir Ahmad you must have read the news fully and watched video as well.
Recommend
RASHEED SHAIKH Jun 18, 2022 08:24am
cheap stupid attitude towards the prostitutes. These people were our sisters and mothers and most important they are daughters of the state of Pakistan. They contributed as much as to free pakistan from British raj. Pakistani brohters shame on u, that these sisters are treated this way.
Recommend
Truth be told Jun 18, 2022 08:29am
The name says it all. Swing is for swingers. In order to achieve their actual target water was tested by this ad. Make them change their name as well or tell them to take their business outside of a Muslim country.
Recommend
Irfan Jun 18, 2022 08:56am
Pathetic...
Recommend
Ali (CA) Jun 18, 2022 10:49am
Excellent marketing, bravo even dawn gave you coverage. Superb
Recommend
Dr No Jun 18, 2022 11:13am
Indera Ghandi said to destroy Pakistan, all we have to do is export bollywood films. Pakistanis should be ashamed. Prostitution, alcohol, gambling and indian influence is rife.
Recommend
Kaushik Jun 18, 2022 11:30am
Very bad taste
Recommend
Ravi-Nagpur Jun 18, 2022 11:30am
@Dr No: You're a Liar. Indira Gandhi never talk about Bollywood over Pakistan...
Recommend
Ravi-Nagpur Jun 18, 2022 11:37am
How Pakistani are crazy for Bollywood actress..
Recommend
Abrar Jun 18, 2022 12:05pm
Pathetic concept..... everyone knows where she was calling in so associating a family restaurant with a brothel is just pathetic marketing strategy....on top of that they're defending it
Recommend
Zak Jun 18, 2022 01:03pm
@Constantine No one is talking about the elephant in the room: Pakistanis were, are and will continue to watch bollywood films in hoardes. After 'Ertugrul' and ' Yunus Emre', not anymore. Bollywood is out.
Recommend
Rehana Bounse Jun 18, 2022 05:42pm
@Trabant yes! Definitely!
Recommend
well-wisher Jun 18, 2022 06:13pm
Swing, please remove this low level ad. It does not suit PK. Just make good food PK People love.
Recommend
Rocky1 Jun 19, 2022 02:17am
What exactly being sold that place btw....
Recommend
Alia Jun 19, 2022 05:57pm
@Sam what is witty about this? And in the US they would have been sued for taking a movie clip and using it out of context in a disgusting way. I have never seen anythingb like this there
Recommend
Alia Jun 19, 2022 05:58pm
@Constantine That is completely irrelevant. What does it have to do with anything
Recommend
Froze Jun 19, 2022 06:26pm
Marketing worked, attention drawn.
Recommend
Rehana Bounse Jun 20, 2022 05:06am
@Constantine not this one!
Recommend