A New Campaign hits town!

A new campaign hits town!

After the Tanzeem-e-Islami, Jamat-e-Islami, Women Professional forum and Women's Education Society recorded their eloquent protest against brands spreading profanity via highly questionable visuals, we have yet another organization that speaks out! They call themselves the Muslim Awareness Program (MAP) and the above visual is of their billboard on Submarine Chowk with a skin that reads: "Haya and Eman go together, lose one, lose both." (Hakim). When I passed by the billboard yesterday it read: "A good man treats women with honor." (Tirmidhi) and that's when it caught my eyes! 

While most billboards lately have caused nothing but distress to the eyes, seeing this billboard unexpectedly in a pristine white backdrop depicting the purity of the message was a real clutter breaker. The message so clear for everyone to understand and so focused for those who are the culprits behind this spreading indecency. All the organizations mentioned above and the one that I am writing about (MAP) have nothing against a particular brand. They all talk of one message, whether in Urdu or English - 'Stop disrespecting women by featuring them indecently in order to sell your brand'. In marketing, there is always the question of "If it sells, it's good marketing!" but this idea is completely washed away when you talk about ethically responsible marketing. Brands have to respect people's moral values whether it suits their taste or not. 

Today, with the Grace of Allah, educated people are voicing their concern over this "selling of women" and how distasteful it is. But we need Lawn Manufactures, Fashion designers and Big Multinationals to now realize that they cannot put anything out there to test the waters any more. Veet tried to jump the line of decency and I hope that they got a sharp enough message to never EVER repeat that again. But other brands and Organizations must learn to respect it's citizens and their choice. One size does not fit all - and if a campaign works abroad then it doesn't necessarily fit the landscape of Pakistan. 

It is the need of the hour for us to think about how far is far enough. Where do we draw the line? How far will we go to support fashion brands for the sake of looking and feeling good about ourselves? Where will we draw the line for what is permissible to be a visual plastered on a billboard for the world to see? These are questions I am asking every man and woman who reads this post. I hope to find all of you on the right side of this issue. Spread the word and voice your concern to the relevant brands so they take notice and mend their ways! 


(There was a correction in the source mentioned in the first paragraph - It was Tirmidhi in stead of Bukhari - May Allah forgive me.)

Which side are you on?

Allah says in the Quran: 

O children of Adam, let not Satan tempt you as he removed your parents from Paradise, stripping them of their clothing to show them their private parts. Indeed he sees you, he and his tribe, from where you do not see them. Indeed we have made the devils allies to those who do not believe. 

Al Araaf - 27

Immorality is spreading in the world like an epidemic and it is a growing problem in Pakistan. Whether its clothes, soap or hygiene products women are being used to market them in the most questionable manner. After the plethora of Lawn exhibitions and the uncountable billboards plastered with women in strange poses and plunging necklines (not to mention the low backs), a Working Women's Organization put up billboards saying:"We salute those who do not undress women to dress them". Clearly some people have been disturbed by this display of women! This was featured in last week's news paper and I have seen these billboards around the city - it was a timely and eloquent reaction!


Similarly, a brand called Veet literally made some 'heads turn' over the past few weeks with their latest campaign. A model wearing a skirt above the knees and a sleeveless blouse with a low neck was their Key visual. What I failed to understand was why would a woman (the end consumer) need to see an almost nude model to realize how much she needs this product. Like a universal truth, all women know about depilation and the products available. It is a necessary product to maintain a woman's health and basic hygiene. So where there is no denying of the importance of a hair removal product, there was no need to put the brand out there like that - all exposed for everyone to ogle at. It was so distasteful that I stopped looking outside fearing that my eyes may see what I would never want them to see (for they will be questioned about it). Allah says in the Quran:
And do not engage yourself in that of which you have no knowledge.  Verily, hearing, sight and feeling will all be questioned about that. (36) And do not walk on the earth with pride for you will surely never split the earth nor reach the height of the mountain. (37)}  Al-Israa:36-37


I have complained at many contact points and tried to explain to the people running this brand that you are worth more than what you are projecting. Its a global brand and may have global campaigns but one size does not fit all. This advertising campaign was absolutely not relevant for this market - it was down right appalling. 


I have just shared a video on my timeline about a Moroccan 25 year old who is disgusted at how women are being objectified everywhere. He cries out at the end and says that he is sick of watching women reveal themselves and is tired of Satan playing games with him. He admits at having committed many unthinkable sins and blames himself for falling into Satan's trap.  So here is a news flash - men who listen to that little voice in their head called a conscience are actually put off by women's indecency. I urge you to watch it and watch his disgust with himself. His honesty made the speaker cry. A much needed awakening for all of us!  


In Surah Al Araaf (the translated ayah in the beginning), Allah records the epic event that shaped the world we live in. On the one side was Adam ASWS - a mortal created from clay and a servant of Allah and on the other side was the defiant Satan whose behavior was nothing short of impudence. The reason why this incident is repeated numerous times in the Quran is because we have many lessons to learn from it today. 

1. Indecency is the name of the game!
When Satan coaxed Adam ASWS and Hawa ASWS towards the forbidden tree, the first thing that happened to them on eating the fruit was that their clothes were removed. And although Adam ASWS and his wife had never seen indecency around them (because they were in heaven and there were no other people), they knew instantly that this was a shameful thing to happen. The word in Arabic used in this ayah is "YANZIOO" and it means to forcefully remove (by coercion). Hence, Satan did not care about the fruit, he was just out to spread indecency. Eating the fruit was just a means to an end. What are the forbidden fruits of today? Things that look somewhat harmless on the outside but are nothing but evil on the inside. We need to ask ourselves and protect our selves from them. We need to realize that the root of all evil is indecency. Once we are programmed to accept indecency, eventually we will expect it!


2. Progressive Vs Regressive

The Noble Peace Prize winner "Tawakkul Karman," 'The mother of Yemen's revolution,' when asked about her Hijab by journalists and how it is not proportionate with her level of intellect and education, replied: 

“Man in early times was almost naked, and

as his intellect evolved he started wearing clothes.

What I am today and what I’m wearing represents

the highest level of thought and civilization that man

has achieved, and is not regressive. It’s the removal of

clothes again that is a regression back to the ancient times."

That says it all!

3. Dont be a silent Majority!
Speak or write or talk about it with the relevant people not just as a coffee table discussion and to spread hate-campaigns. We have to be the change we want to see so we need to speak against this growing indecency because your family is exposed to it just as mine is. No one wants little girls to have such immoral role models. And no one wants little boys to see women in this way. How will they ever learn to respect women if they grow up seeing them as objects of beauty. Go to clothing outlets that are exploiting women and give them constructive feedback. Use the feedback cards to bring about some good!


I spoke to our cable provider about how they need to re-look their censorship policy and that I could not let my nephews watch unsupervised television any more. She was extremely polite and listened intently to my feedback. After hearing my concerns, she said that she completely empathized with me but said that there were more people calling in to ask for censorship to be removed. It was so sad to hear that but she was adamant at taking my feedback to her superiors and I am grateful to her for that. If you are worried about what your kids may be watching, voice your concern to the appropriate people. Please complain directly to companies by calling in or on their website or to PEMRA on their website. We keep thinking what difference does it make for one person to voice an opinion. It makes a great difference if only we realized that it is an obligation to try and stop wrong-doings and encourage good things.  


When you go to a restaurant or a Mall and there is loud blaring music on, give them feedback politely. You may not want to say: "Do you know that listening to music is Haraam?" You could just say: "There is so much noise aka music here that I can't even think straight let alone remember what i came here to get or eat - why do we need music while shopping for groceries - it makes no sense". I tried the latter at a new Mall that has recently opened and I was surprised by the warm response that I got. That made me realize that they think that we want to listen to it and they have become so used to it that they can't tell the difference between sound and noise. So unless we open our mouth and tell them that we can shop or eat without listening to loud music, they will not shut it off and the agony will continue. 


Tanzeem-e-Islami has posted banners all around with slogans like: 'Respect women - Don't use them as a marketing tool' and many others in Urdu and English. It was heartening to see that where there are people who are following the footsteps of Satan, there are those who are trying to awaken our dormant sense of  morality. 
Which side are you on?..............

People of Substance II

People of Substance II

I wanted to share some of the practical suggestions that came out of the lecture - People of Substance. These are ways in which we can move forward to becoming people of substance. 

1. Fundamental education in Islam

We MUST study the Quran, cover to cover, with a teacher who can help explain the tafseer and the Arabic language to facilitate our learning experience. There are many places offering weekly, daily and monthly classes in English and in Urdu. Grasp the opportunity today so you become a more informed Muslim for tomorrow. We must be interested in understanding the Quran in Arabic because it is guidance for all of us not just for a select few. Without understanding the Quran first hand, you will never appreciate anything about Islam.

2. Read the Seerah of the Prophet SAWS 

Once we are connected with the Quran, we cannot stop ourselves from knowing every possible thing about the Messenger of Allah - Muhammad SAWS - our role model. There are wonderful books available on his life and his sayings so make the best use of this resource and get to know him so you can consciously love him and emulate him. Read books from different authors so you get to experience different facets of his life. 

3. Pursue the Arabic language

There is no doubt in the fact that Arabic is a beautiful language that has unparalleled depth. When you read the Quran, you cannot ignore the beauty of this language and its eloquence. If we want to improve our appreciation of the Quran, we must pursue basic Arabic to further our understanding. When you know basic grammar, it's like someone unlocked a door in your mind - it's nothing short of fascinating. There is a reason why the Quran is the finest piece of Classical Arabic to date - it is from Allah the Almighty.

4. Make knowledge your forte

We should also think about studying sociology and psychology because youth counselling is a great need everywhere. Unless some of us are qualified to deal with their problems and offer them solutions today, they will be a lost generation tomorrow. We cannot afford that to happen. If you are studying currently in a University, then take up courses in Philosophy or Humanity to help widen your understanding of the human psyche. 

5. Make Pakistan a Center of Learning

When we want our kids to have a good education, we have no option but to send them abroad. Why? Because Muslim countries shifted their focus from learning to lethargy! There are very few well-recognized institutions in the Muslim world and we need to fix this. The Brain-Drain has to stop if we want anything good to become of Pakistan. But the only way we can stop our brains from going to the US or UK is if there are worthy Institutions in the Muslim world. 

6. Start a Quranic Circle or join one!

A great way to find like minded people is to start a Quranic circle. It's a group of people who get together to either study the Quran or Seerah together or just share thoughts, ideas and solutions for everyday life. Being part of one personally, I know that this is the best thing you can do to keep your engine roaring. Not all of us are lucky enough to have supportive families so start a small group to stay on track and get a moral boost every now and then. 

7. Get good company

Make sure your kids have good company because that defines their character. Do the same for yourself. This doesn't mean that we leave all our old friends and find new ones. But it does mean that if your old friendships prove counter productive then it's better to part ways before getting influenced the wrong way. Good friends will energize you to think bigger and better. 

8. Have an open-door policy

Appreciate your family and don't forget to tell them. So many times, we think it's silly to say "thank you" or "sorry", when really small words can sometimes make a big difference. Communicate with your family and just talk to them about real things and issues. Only when we will have strong families will we develop a strong society that is capable of living in the real sense. 

All these practical suggestions can help us move towards being better people. So, in the words of Nike - Just Do it!

People of Substance

People of Substance

On April 1st 2012, I was one of the many people who attended an inspiring Live-Deen event titled: People of Substance. It was an online lecture delivered by Ustaad Nouman Ali Khan from the US. In spite of the fact that there was a serious strike observed the day before, all the seats managed to get full and on time. 

I wanted to share some key messages from this fruitful session and my very own take on the ideas shared. Here it goes:

1. Match the picture with the frame

The personality that Islam promotes is not all about the appearance - its what is on the inside AND what is on the outside. Some how we separated the person from the appearance and now have a multitude of people who either look Muslim and don't act it or who have good habits (act it!) but don't wear a beard or hijab (look it!). It's an interesting thought that when someone lies, it makes us angry or upset. But when someone lies to our face AND is a man with a long beard and a cap on his head - it makes us even angrier. And we say "Look at his long beard and his long tale of lies!". The reason it upsets us more is because there is an inherent expectation that such a person will be nice, courteous and will consider lying to be the lowest of all acts. So, the lesson is to match the personality with the person; the picture with the frame. 

2. Take criticism with a pinch of salt

We must accept criticism and our faults if we truly want to become better people. A lot of times there are blatant mistakes that people make and we find it hard to correct them because we fear that they may not like the criticism. So here is a news flash - No one enjoys criticism! Its going to be unpleasant no matter what you do, however, you can soften the blow by choosing the right tone, words and moment. Tears may flow, sharp words may be exchanged and defenses may reign high but we have to remind each other that it's for their own good. 

3. Pray for things big and small

We must pray to Allah for all our problems - big or small. I used to think that it's kind of strange to pray to Allah for things like - fixing a fight with my sister or getting my cousin to stop doing something wrong etc. The funny thing is that when you pray to Allah for every possible problem - help arrives from places one could never imagine. And your heart surrenders to His All-Encompassing being. 

4. My relationship with me

One of the most ignored relationships is the one we have with ourselves. We must find a little quiet time with ourselves where we ponder over how we are doing as a person. We must question ourselves over how time is being spent, on whether weaknesses are improving and what activities keep us busy. All in all, how is one feeling - optimistic about our future or depressed about past mistakes and regrets. Our attitude with ourselves dictates how we see the world.  

5. Work hard on all your relationships

Most of us take our family relations for granted. We assume that our spouse will always love us and our parents will never forsake us. However, if we do nothing to nurture these relationships, they will whither away sooner or later. Spending quality time with your wife doesn't mean asking where the car keys are and why your shirt isn't ironed. On the contrary, its about sharing feelings, emotions and ideas about a better future together. Have a respectful relationship with your parents, spouse and with your children. A place for everything and everything in it's place. 

6. Build credibility

The prophet SAWS did Dawah much before he became a Prophet of Allah. In an ignorant society polluted with pagan customs he built a credibility that got him the title - Sadiq ul Ameen. It was because of this great reputation that many people became Muslim without a second's delay - Khadija RAA and Abu Bakr RAA to name a few. So we need to focus on becoming the best in every relationship as we get closer to our religion. This way automatically people will associate the good change in us with our Islam. Be the best daughter, best wife, best husband, best sister and best worker and once people see your sincerity, they will listen to what you have to say about Islam. 

7.Start with honesty

Even if one person among us Muslims is dishonest in his dealings, it is as if we all are. This is the reason why stereotypes exist. Because our Maulvi Sahab said so-and-so, hence all religious people say so-and-so. We have to quit this exaggeration and make honesty, in our family life and work, a mark of our identity. 

8. Bridge the gap

The reason why there is such a huge divide between regular people and the Ulema is because the common folk have left all the soul searching and researching to the Ulema. "They should find all the answers for me and just tell me what to do!" - where this may be the requirement in some detailed matter of inheritance or divorce, it is certainly not a healthy attitude for living a normal life. Why don't we have the interest in finding out answers ourselves from the primary sources - Quran and Sunnah? Most of us will never reach the level of our learned Ulema but we owe it to ourselves that we go through the Quran, cover to cover, with complete Tafseer. Otherwise, its like living your life without knowing what to do - just wandering aimlessly form here to there living on your whims.

9. Goodness begets goodness!

Good things are good in all religions - lying is not a good act in any religion, just as backbiting is not and nor is indecency. However we see that people still lie, backbite and spread profanity and indecency via media. So start with a common ground and invite people to goodness. No body wants their daughter to dress like a tramp or their sons to do drugs after school or for kids to become professional liars. So no matter what background anyone is from, you can be sure that people can differentiate good from bad. Speak against the wrong and help create a conducive environment for enabling good actions.     

10. Islam - Intellectual and emotional

Islam is a religion that must have us use our intellect as well as well-placed emotions. The combination of the two can be a potent force to fight against evil. Islam is mostly presented as emotional so we think that if we can make a fiery speech like our politicians that we can influence people. On the contrary, the youth of Pakistan has seen the hypocrisy behind the bold speeches and the loud hollow words. We need people of substance to come forward and present an intellectual view of Islam. This is why people who are conducting tafseer lectures and Quran courses in English and online are a big step towards getting religion into the houses of the secular elite. These are the things we need to think about!

The bottom-line is that unless educated people take interest in understanding the message of Islam and spreading it actively, they should not sit around on their couches complaining about how awful things are in Pakistan. Things are they way they are because some people are working hard to make them go from bad to worse and the rest of us are sipping latte's getting our nails done. If we want to improve things, we have to get up and move forward. For every negative news about Pakistan, spread a positive one in your own social circles - we are so used to complaining that we are accustomed to thinking about problems and NOT solutions. Some solutions from the lecture in my next post!