The #MeinBhi theme that could've meant more, and other hits and misses at the Lux Style Awards
This year's Lux Style Awards promised something different.
As the country reeled from young Zainab's shocking murder and as celebrities joined the ranks of those speaking out against injustice and rampant child sexual abuse, it became evident that a platform like the LSAs had an opportunity to move away from a singular focus on feel-good entertainment.
Also read: Who won big at the Lux Style Awards 2018?
And so the LSAs joined hands with longtime collaborator Frieha Altaf to produce segments that were promoted with the hashtag #MeinBhi -- a desified #MeToo campaign that promised to have celebrities promote human rights.
This was noble idea, no doubt, and it also prompted celebrities to show off their generosity as Frieha said musicians had agreed to perform at the LSAs free of cost (though it can be argued that musicians in Pakistan need financial compensation more actresses or actors).
But did #MeinBhi live up to its promise? And what else at the LSAs fared well -- or flopped?
A list of hits and misses below.
Hit: The LSAs intended to make social awareness the focus of the awards show...
This year's Lux Style Awards seemed to take a cue from international award shows like the Golden Globes, which capitalised on the momentum of the #MeToo movement and supported initiatives like #TimesUp (a movement against sexual harassment in Hollywood).
As such, at the outset Unilever's CEO Shazia Syed spoke of how the company had gone beyond "selling bars of soap" and was now helping make dreams come true and investing heavily in corporate responsibility.
LSA's #MeinBhi campaign doubt intended to highlight the trauma of child sexual abuse and the importance of speaking up and being heard. This in itself was a commendable step, because big corporations with their vast resources can be essential allies in drawing attention to causes. However...