Indian celebrities rule billboards in Pakistan
Politics aside, one place where Indians have dominated Pakistanis are their hoardings. Celebrities from India such as Kareena Kapoor, Katrina Kaif and Salman Khan have helped sell many products in Pakistan, as they can be seen on big hoardings, billboards of garments, soaps, sodas and the like. While many people are not happy about this development in Pakistan, yet marketing of these brands points out that this is solely because of business, as people in Pakistan love Indian celebrities.
Almost every year some Indian celebrity makes headlines in India
and Pakistan as they clinch very lucrative deals for advertisement in Pakistan. In 2012, it was Kareena Kapoor
, who made around Rs. 30 million for a Pakistani advertisement and in 2010 Katrina Kaif
was embroiled in a major controversy because of the same. Most of the advertisement companies say, time and again, that irrespective of what one might say but Pakistanis love to watch Indian celebrities, and if they are selling them something, then the temptation to resist is too hard.
As was reported in dawn.com, an insider in Pakistani entertainment
Industry also said that Pakistani celebrities are actually quite pricey and charge three times compared to their Indian counterparts. Apart from this, advertisers also know that a product would have a wider reach if it is sold by a Nargis Fakri or Deepika Padukone
rather than by Veena Mallik, Reema or Meera.
However, ask a man on the street whether they would buy a soap if it is sold to them by a Pakistani celebrity instead of an Indian celebrity and pat comes the reply that they would be happy too. Many feel that it is an advertising gimmick and that the advertisers are shooting from the shoulders of the general public.
A big greivance that the Pakistani people also have is why Pakistani celebrities such as Ali Zafar and Rahat Fateh Ali Khan aren’t visible in the Indian advertisement world? What they fail to understand, is that if the above mentioned stars were brands in themselves ( don't get me wrong, they are stars in their own way) and had the same power as Kat or Kareena, then even they would have adorned a billboard in India because afterall every businessman wants to sell their product with whatever means.