Karachi eatery slammed for using ‘Gangubai’ scene in ad: All you need to know

A popular restaurant in Pakistan’s biggest city Karachi is being criticised on social media for using a scene from Alia Bhatt-starrer Gangubai Kathiawadi‘ to promote a men’s day event at the eatery.

The 2022 movie is based on the life of a sex worker who became an influential brothel-owner and fought for the rights of women from her own community. In the particular scene used in the advertisement, Alia Bhatt, who is forced into prostitution after being left at Kamathipura, tries to attract her first customer.

Her clip and dialogue “Aja na Raja – what are you waiting for?” has been used as the tagline of the advertisement by the eatery.

The restaurant’s post read: “Swings is calling out all the Raja’s out there. Ajao and avail a 25% discount on Men’s Monday at Swings!”

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The ad soon went viral on social media and faced massive criticism. 

“What is this? It’s promoting sexual abuse of women and literally making fun of women who are forced to be a prostitute. Try to be responsible,” content creator Daniyal Sheikh wrote in a Facebook post. 

“If you guys think that this is some sort of marketing strategy and this will gain you some attention and customers then you’re sadly mistaken! Using a clip from a movie based on prostitution just shows how low and shallow you can get just for publicity,” another user wrote.

Also Read: ‘Brahmastra’ trailer review: Massive in scope but limited in imagination

Following the backlash, the restaurant issued a clarification, saying, “Just a concept. We didn’t mean to hurt the sentiments of anyone. The movie and this post is based on a concept. Like before, we’re open to all and will be serving you with the same love like we always have.”