By Roshmila Bhattacharya, Mumbai Mirror
A print advertisement appearing on the front page of a leading Pakistani newspaper, Jang, featuring Nargis Fakhri, has the social media buzzing. Lying provocatively, a cellphone in her hand, the Bollywood actress has been blatantly commodified, her curves used to sell a product highlighted for its “cheap price”. The message betweenthe-lines is degrading and offensive, and has the media on either side of the border running the ad down as “obscene” and “absurd”.
When Mirror contacted Nargis, who is filming Sajid Nadiadwala’s Housefull 3 in London, the actress pointed out that she has been the mobile company’s brand ambassador for the last three years and has never faced a situation like this. “I was completely unaware of the fact that they would consider using this visual for a mainstream newspaper ad, that too in an Urdu daily,” she pointed out.
The actress went on to say that as a model or even a celebrity, she has always believed in using her persona to help further a brand’s communication. “But never in a way that I end up being objectified for my looks,” she groused. “Culturally too, my team and I are aware and respectful of what visuals work for what mediums, markets and audiences and given the brand’s firm penetration in the Pakistan market, we left it to their expertise to use the images appropriately.”