Marketeers, general public feel PEMRA’s opposition to Coca Cola ad will curtail creativity

LAHORE: Following the recent ban on the controversial Coca Cola ad that referred to Pakistanis as “extremists”, most of the country’s marketers have voiced their opinions in favour of the ad on social media, saying that such a ban by PEMRA on Coca Cola’s #ExtremistPakistani campaign would curtail creativity in the market.

As per details, the beverage giant was slapped with a ban by the Pakistan Electronic Media Regulatory Authority (PEMRA) only a few days after it aired its ‘Extremist Pakistani’ TVC.

In a recent survey conducted on Pakistan’s largest Facebook page for the marketing community, it was observed that a majority of the participants, 128, believed that PEMRA’s decision to ban the Coca Cola ad “would create barriers for brands to think out of bounds”. Of the total, as many as 65 participants felt that the ad’s content was inappropriate while 29 thought that the brand should challenge PEMRA’s decision in a court of law.

According to PEMRA’s statement on July 30, “It has been observed that Satellite TV channels, FM Radios and Distribution Service licensees are airing a TVC of Coca Cola. The content of the advertisement is not only offensive but also tantamount to demeaning the Pakistanis, as a nation.”

The statement further added, “PEMRA is continuously receiving complaints and criticism from the general public through Pakistan Citizen Portal and PEMRA Complaints Call Centre on subject TVC. The public at large is criticizing theme of this advertisement which is promoting negative perception against Pakistan and Pakistani nation world over.”

The letter concluded, “Now, therefore, telecast of “Coca Cola” TVC is hereby prohibited under section 27 of PEMRA (Amendment) Act 2007 with immediate effect till the time its content is reviewed, and controversial content is omitted from the TVC. In case of non-compliance, legal action shall be initiated under Section 29, 30 and 33 of PEMRA (Amendment) Act 2007.”

The ad was initially met with somewhat mixed reactions from the general public with many renowned personalities voicing against the ad.

Famous singer turned politician, Jawad Ahmad tweeted, “The new #Coke Ad is an ugly interpretation of the word ‘Extremism’. It shows how low can marketing of a brand stoop to, just to make more money. It is dumb & immature of marketing team of Coke to use such a highly socially sensitive word so non-seriously just to sell their bottles.”

Meanwhile, political activist Raza Haroon tweeted that crossing out Pakistani with extremist as if it were a synonym is absolutely wrong. And further went to say that it seems as if Coca Cola was endorsing the negative propaganda against Pakistan.

The general public also seemed irked over the ad and took to twitter to share their thoughts.

Yet, not all was lost and was negative. In the midst of serious opposition from the public and a ban being placed on Coca Cola, others seemed to back Coke’s initiative, stating that it is a brilliant way to fight the stereotypes against Pakistan and Pakistanis.

Attempts were made to get their official version from Marketing Director for Coca Cola, however, by the time of filing of this story no comments could be obtained.

Watch the full ad here:

Eleazar Bhatti
Eleazar Bhatti
The writer currently serves as the Content Manager at Profit by Pakistan Today and is an economics graduate from Leeds Business School in the UK. He can be reached at [email protected] or at

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