Sehar Tariq
There is dancing on the streets of Pakistan. In markets, in malls and in restaurants, groups of young people are breaking out into dance. And it’s wonderfully choreographed and spectacularly synchronized. But what are we dancing for when there is so little to be happy about?
The dancing is part of Coca Cola’s new advertising campaign in Pakistan. The phenomenon is called a flash mob and has been used a marketing gimmick in Western countries but I believe is being done for the first time in Pakistan. The company has hired groups of young people both boys and girls (yes girls too!) to dance to the new coca cola jingle in crowded public places.
It begins with one person breaking out into dance and strategically positioned “onlookers†joining in. Towards the end there are about ten people dancing. The dancers seem to be in their twenties and urban middle class youth, probably belonging to the more privileged segments of society given their trendy clothing.
The dance is fun and I cannot help but tap my foot to the upbeat music of the jingle. Also, I cannot help but be amazed at the courage of these young people dancing on the streets in such times. Yes, it’s a corporate gimmick and yes they must be paid for it but given the rising levels of intolerance in our society towards things like music and dance (especially where it involves a performance by both men and women together) it’s still pretty brave.
The locations are carefully selected. So far it’s been performed at more upscale locations in Lahore and Karachi where the crowd is more likely to be accepting of the co-ed dancing. But a group of performers performed in Liberty market in Lahore where there was no crowd screening or control.
It takes courage to perform in public. It takes even more courage when there are small but violent segments of society that are opposed to such artistic expression and have exercised violent means to put an end to such performances in the past.
What is heartening is that so far there have been no reports of any kind of violence or aggression against the dancers. Lots of videos up on you tube show, surprised Pakistanis looking at the dancers with amazement and then some even joining in with clapping or nodding or tacit smiles and in the rare case by joining in the dance!
Indeed there will be segments of our society who will claim that this must be stopped as it’s against our culture and this is an exercise in corrupting the morals of our society. There will be those who claim that this is foreign propaganda. But I believe it is an expression of our cultural evolution. The popularity of music and dance from around the world is evident in Pakistan. And while we might deny it, music and dance remain deeply entrenched in our historical and cultural legacy as well as in our displays of happiness at festivals even today.
As I see these talented young Pakistanis dance with such skill and gusto and enthusiasm, I cannot help but feel a sense of pride. The numerous complements of non-Pakistani friends on the sheer creative genius of Pakistanis and their dancing abilities also did wonders for my Pakistani ego. After all, whoever these young Pakistanis are, they do a pretty good job and would put even top Bollywood dancers to shame. And the effortless and carefree joy with which they dance makes me nostalgic for gentler and happier times in Pakistan. But as I watch these young people break out into dance I cannot help but smile as I look to those around them.
There is something strangely heartening in watching people letting go of their fear of expressing joy in public and joining in the fun. It reminds me that our spirits have not been entirely crushed by the recent years of terror and violence. It makes me proud that we still have the courage to view with tolerance a form of expression that we might not approve of. It gives me proof that we are more tolerant than the world makes us out to be. It gives me hope for a better future.
This article should be published in certain international newspapers that always, unfortunately, Pakistan as a country full of extremists and narrow-minded people.
This article will help to rubbish this claim as you have young boys and girls, wearing jeans and t-shirts, dancing in very public places. The onlookers, who seem to be regular and average Pakistanis (at Liberty) are appreciating their performance.
Okay so when your done shaking your innocent wholesome booty….some facts that may shed some light on your perceptions of innocence itself and of the corporate world!
Wiki:
http://en.wikipedia.org/wiki/Advertising
‘’Opponents equate the growing amount of advertising with a “tidal wave” and restrictions with “damming” the flood. Kalle Lasn, one of the most outspoken critics of advertising on the international stage, considers advertising “the most prevalent and toxic of the mental pollutants. From the moment your radio alarm sounds in the morning to the wee hours of late-night TV microjolts of commercial pollution flood into your brain at the rate of around 3,000 marketing messages per day. Every day an estimated twelve billion display ads, 3 million radio commercials and more than 200,000 television commercials are dumped into North America’s collective unconscious”.[26] In the course of his life the average American watches three years of advertising on television’’
It’s standard business management knowledge that advertising is a pillar, if not “the” pillar of the growth-orientated free capitalist economy. “Advertising is part of the bone marrow of corporate capitalism.”[29] “Contemporary capitalism could not function and global production networks could not exist as they do without advertising.”[1]
Influencing and conditioning
The most important element of advertising is not information but suggestion more or less making use of associations, emotions (appeal to emotion) and drives dormant in the sub-conscience of people, such as sex drive, herd instinct, of desires, such as happiness, health, fitness, appearance, self-esteem, reputation, belonging, social status, identity, adventure, distraction, reward, of fears (appeal to fear), such as illness, weaknesses, loneliness, need, uncertainty, security or of prejudices, learned opinions and comforts. “All human needs, relationships, and fears – the deepest recesses of the human psyche – become mere means for the expansion of the commodity universe under the force of modern marketing. With the rise to prominence of modern marketing, commercialism – the translation of human relations into commodity relations – although a phenomenon intrinsic to capitalism, has expanded exponentially.”[43] ’Cause-related marketing’ in which advertisers link their product to some worthy social cause has boomed over the past decade.
Money spent on Advertising in the US in 2008..a mere wholesome innocent $ 150 billion.
Money spent on advertising in 2006 worldwide, an innocent $391 billion US.
Occupation and commercialisation of public space
Every visually perceptible place has potential for advertising. Especially urban areas with their structures but also landscapes in sight of through fares are more and more turning into media for advertisements. Signs, posters, billboards, flags have become decisive factors in the urban appearance and their numbers are still on the increase. “Outdoor advertising has become unavoidable. Traditional billboards and transit shelters have cleared the way for more pervasive methods such as wrapped vehicles, sides of buildings, electronic signs, kiosks, taxis, posters, sides of buses, and more. Digital technologies are used on buildings to sport ‘urban wall displays’. In urban areas commercial content is placed in our sight and into our consciousness every moment we are in public space. The German Newspaper ‘Zeit’ called it a new kind of ‘dictatorship that one cannot escape’.[22] Over time, this domination of the surroundings has become the “natural” state. Through long-term commercial saturation, it has become implicitly understood by the public that advertising has the right to own, occupy and control every inch of available space. The steady normalization of invasive advertising dulls the public’s perception of their surroundings, re-enforcing a general attitude of powerlessness toward creativity and change, thus a cycle develops enabling advertisers to slowly and consistently increase the saturation of advertising with little or no public outcry.”[66]
The massive optical orientation toward advertising changes the function of public spaces which are utilised by brands. Urban landmarks are turned into trademarks. The highest pressure is exerted on renown and highly frequented public spaces which are also important for the identity of a city (e.g. Piccadilly Circus, Times Square, Alexanderplatz). Urban spaces are public commodities and in this capacity they are subject to “aesthetical environment protection”, mainly through building regulations, heritage protection and landscape protection. “It is in this capacity that these spaces are now being privatised. They are peppered with billboards and signs, they are remodelled into media for advertising.”[3
Some innocent corporations:
East India Company
Blackwater
Halliburton
Lockheed Martin
General Dynamics
Geo TV (along with the holesome and innocent Hamid Mir)
http://en.wikipedia.org/wiki/War_profiteering
Major General Smedley Butler, USMC, criticized war profiteering of U.S companies during World War I in War Is a Racket. He wrote about how some companies and corporations increase their earnings and profits by up to 1700% and how many companies willingly sold equipment and supplies to the U.S that had no relevant use in the war effort. In the book, Butler stated that “It has been estimated by statisticians and economists and researchers that the war cost your Uncle Sam $52,000,000,000. Of this sum, $39,000,000,000 was expended in the actual war period. This expenditure Yielded $16,000,000,000 in profits.
Woh Sehar mudda talbee mein na Kaam aaye
Jis Sehar se Safina ravaaN ho Saraab mein
Pakistani ka matlab kya la ila ha illallah!
Mullahs gone wild: http://www.dailymotion.com/video/x7vb9u_mullah-dan cing-in-a-mosque_news
@Asim,
Your hate and intolerance towards mullahs is ‘enlightening’.
Mujhay dar hay kay tu sada hay bohat
aur ayyaar haN Europe kay shakar para farosh
Iqbal.
I have also come to know of a Telenor Ad on TV in which they showed bunch of losers including ali zafar and amna haq flying and then landing on the Wazir Khan Mosque’s dome where they start dancing. This is how Corporations ruin your values and traditions and then take over. What a shame indeed!!! Didnt ever imagine it will come down to this? Girls dancing shamelessly in public? This is not freedom but slavery and mind control.
WAKE UP & REMEMBER WHO U R!!!
“Har lehza hai momin ki, naee aan naee shaan”
“Guftaar mein kirdar mein Allah ki burhan”