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Pakistan was on its way to win the "Twenty Twenty" cricket match against Australia .I was watching it with my mother who was continuously reciting holy names and verses for Pakistan’s victory.During the match there was a commercial break when suddenly Katrina Kaif appeared in an Ad for a bleach cream.In order to clarify she showed all the proofs about how effective the cream was for her!
I had seen the Ad for "Veet" before but while watching it with my mother, it felt different! This Ad is not the only one which can be considered offensive for Pakistani audience especially of mixed age groups. T.V commercials of Axe (Deodorant), birth control products and Seductive Movie trailers are all played on cable channels and people don’t raise any voice about it. Either because they keep on switching channels so they switch the channel just in time while watching with a minor or an elder or they are getting used to watch skin exposure with family.
I think its very important to realize that getting exposure to adult content at such an early age can make a child lose his/her sense for social values.The obvious signs can be witnessed through treatment of young women at public places.
Many people would say its all backward thinking and in this modern age when the kids can carry video clips on mobile phones or watch adult entertainment on computer, It would be naive to assume that children should be kept from watching such Ads which don’t even carry any “real” exposure but I would say that one of the reasons for our deterioration is losing our Value system and swallowing whatever comes in the name of modernization.
PEMRA(Pakistan Electronic media regulatory authority)can at least restrict skin exposure on family and sports channels.
Remember! Tallest trees have deepest roots also!so if we want to be something recognisable on the world map than "V" will have to hold our heritage and Values firmly the way Jews,Chinese, Japanese, or Indians have done.
