India-Pak Issue: Here’s How Indian Ad Industry is Making an Exception

Cricket fans across India and neighbouring countries (we mean Pakistan) must be disappointed right now for obvious reasons. For those who aren't aware yet, the Indian government has ruled out the bilateral cricket series between India and Pakistan owing to the current border situation. No doubt, it becomes a matter of supremacy when the two countries play each other on the cricket ground. 

And it's not just cricket but cinema, music, television and advertising are those common grounds where the two nations meet up. A smooth exchange of art forms and creative ideas have been helping the two countries establish smooth relationship. However, the current situation narrates a different story that we all are familiar with. 

Let's take a look back and think of some of those moments when the two neighbouring nations (which actually are arch rivals) showed up in their real skin - 

The latest decision of Indian Sports Minister Vijay Goel on the bilateral series between India and Pakistan; ban on Pakistani actor Fawad Khan who was featured in an Indian film 'Ae Dil Hai Mushkil' following his statement on Uri attacks; ban on Indian television content in Pakistan in October 2016 and the list may go on and on. But let's not dig deep into that history and look at the latest development, a positive one for a change. 

At a time when the steaming issue is getting fuel from all over the places, Indian advertising industry has dared to put in joint efforts to bring out a beautiful idea. The latest ad campaign by Surf Excel Pakistan, #NekiEkIbadat, has an Indian ad agency behind it. The ad is the extension of their previous campaign #MadadEkIbadat which went viral last year. 

#NekiEkIbadat, the latest one by Surf Excel Pakistan is launched for Ramazan, the ninth month of the Islamic calendar, during which Muslims fast or do not eat or drink during the daytime. Crafted by Lowe Lintas India for Surf Excel Pakistan, the ad focuses on the selfless act of a little boy. 

Arun Iyer, Chairman & CCO Lowe Lintas, while narrating the new ad, says, "There is a cultural truth in the festival of Ramazan. We try and find out things which resonate with people. One of the biggest things that we find out is the fact that children can teach you so much because they innocently live straight from their heart. We as adults become complicated human beings but children are god's souls. They don't think what somebody will think about them, don't process that way. That's the simple message we are trying to give this time." 

No Borders for Creativity

Creativity has no boundaries. It shouldn't. And the latest launch by Surf Excel Pakistan carries the same sentiment. Because we won't check whether the ad is made by an Indian or a Pakistani? We would just see the impact the ad can make, the potential it has to bring a small change in the society and its intensity to encourage anyone to lend a helping hand to anyone in need. 

Prabhakar Mundkur, Chief Mentor, HGSi, while sharing his views, says, "I think both brands and the creative arts have always worked without borders through history. Some of the best known English writers were Irish. Pakistani music has always been popular in India and vice versa. I know that Pakistani TV serials are enjoyed in India as much as Bollywood is popular in Pakistan. The same goes for brands. They cut across politics, cultures and geographies to mean the same thing to consumers. For a long time sports also was neutral but now sports is big business which has yielded to political influence." 

While the previous ad, #MadadEkIbadat was shot in the narrow lanes of Old Delhi, the latest on has been shot on the way from Chandigarh to Manali, informs Iyer while sharing the response on the old ad. He says, "The response to the 2016 ad? It was terrific. In fact, there were some TV channels in Pakistan that even showed interested in running the ad for free of cost. If I am not mistaken, it is the maximum organic views that any Unliver video around the world has ever garnered." 

Prathap Suthan, Chief Creative Officer and Managing Partner, Bang in the Middle opines, "The idea is not new because they've taken the same kid. To someone who has already seen the old ad, it's just an extension of the same old campaign."

When we questioned him about an Indian agency working with a Pakistani client, he says, "It doesn't matter to me. What matters is that the work is spreading a message of goodness. It's the system that has politicised the matter. If the citizens were given an opportunity to sort things out between the two countries, we would have done a better job. People from either side of the border don't want their soldiers to be killed in wars or terror attacks. In a situation like this, I believe this is a very noticeable gesture." 

It certainly is. And we take pride in saying that at a time when the matter is in light for all the wrong reasons, it is the Advertising fraternity that is making an exception. 

This article was originally published on AdAge India.