Ethical Marketing …..

Apr 9th, 2012 | By | Category: Media Watch, Pakistan, Social

Today while driving from my home to office in Karachi, I managed to take the route of NIPA to Hassan Square. On that track, there was a billboard to which my sight came across. I stopped my car on the side of the road and stood still in front of the billboard & kept looking at it for 5 minutes. The only thing my brain anticipated during these 5 minutes was “A BIT FOR CHANGE . . . “.

That billboard was delivering a very important message relating to a forgotten lesson which the religion Islam taught to the “MUSLIM” nation of the “ISLAMIC REPUBLIC OF PAKISTAN”, a lesson relating to the respect of women. That billboard was saying “Stop Promoting Nudity for Selling Your Fabric”. Then I managed to take a picture of that billboard.

As the summer season has just arrived, the female lawn designers have placed the advertisement on the billboards promoting their products through female and that too without considering the Islamic limits of ethics. The question arises that why does the marketing is portraying a woman as an object? Is there no other way of promoting the fabric without a female model? Will their sales revenue decrease if they only promote the designs without a woman on the billboards?

Most of the people would appreciate this piece of work but some will be labeling it with the conservative mindset. It seems that we have not only snatched the HIJAB of the Muslim female of our society but has also placed them on the enormous billboards. I would like to mention the Quran versus, in which the Almighty Allah, the Creator of mankind and the universe says in Surah Al-Ahzaab, Verse #59:

‘O Prophet! Tell your wives and your daughters and the women of the believers to draw their cloaks (“Jalabib”) veils all over their bodies (screen themselves completely except the eyes or one eye to see the way that is most convenient that they should be known (as such) and not molested: and Allah is Oft-Forgiving Most Merciful.”:

It is the time that we must do the assessment of our society that are we following the orders Allah Almighty. This is the time to examine that are we in the limits of the ethics assigned to us by Allah Almighty or we have crossed them all. Islam is the only religion which talks about the female respect and honor They are like the clove of the unopened flowers as they are not pricked by anyone unless they blossom there hidden beauty our of them. In Abu Dawood, Book 32, Hadith # 4091 Ummul Muminin Hazrat Ayesha (Radhiallaahu Anhu) narrated

“May Allah have mercy on the early immigrant women. When the verse “That they should draw their veils over their bosoms” was revealed, they tore their thick outer garments and made veils from them.

The time has arrived that we should move towards a complete Islam rather then following the only versus which are favorable to us. We have to stop this evil or else may be our own next coming generation will be on these billboards. According to the book “Kenz Al-Omal, v. 13, p. 91 & 93” The Prophet (s) said,

“A caller will call out on the Day of Judgment, ‘lower your gaze until Fatima (Radhiallaahu Anhu) has passed.”

Keeping in mind the Islamic teaching & taking the Prophet Muhammad Sallalahu Alaih Wasalam, his Ahl e Bayt & Sahabah Ikraam Rizwaanullahe Ajmaeen, we have to explore marketing techniques free from unethical means. Let us secure our Muslim society so that our females may breath again free from embarrassments. The time has come to represent the true image of Muslim not only by words but by conduct. Let us all join our hands to promote this Nobel cause and take another step to free our society from evil.


Yasir Ahmed Khan

About the author

Yasir Ahmed Khan is an an ACCA student from Karachi. Teaching is his passion. He sees an educated Pakistan as the only long term solution of all the issues facing the country.

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  1. I am completely in favor of the author. There can be several ways. Please stop insulting and humiliating the WOMEN. We (women) also have a right to live and work in all walks of life with confidence and DIGNITY.

  2. This is a very true insight…about time the “Islamic” Republic of Pakistan becomes Islamic.

  3. Islam is a religion of Modesty. Wearing light clothes are a demand of the hot summer season.Yet nudity is not allowed at all for advertising or weaing thin clothes. It should be prohibited ar any cost.

  4. I am not in favor of nudity or discussing religion here, but the clothes and designs which are being promoted in this way is actually attracting the target market. The target market, women (not all, belongs to specific class and school of thoughts) are actually buying and wearing all these clothes and designs, moreover the models in the advertisement are again women which surely are working women. So I believe such kind of advertisement by WWS is not justified.

  5. A good article written. Unfortunately Women are being exploited through advertisements today and these images are putting up adverse impact on the society. We are running a campaign against Immodesty in the Media. InshaAllah more billboards to come very soon.

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