Fair & Lovely featuring a hijaab clad model.


While featuring Hijaabi women in advertisments and tv commercials is common in middle eastern countries, I believe this is the first time a hijaab clad female has been featured in an advert in Pakistan. Fair & Lovely has been running a scholarship campaign. Theyve been going to college/universities in their quest to award 100 scholarships to deserving females.

Whether the female on the billboard is a hijaabi for real or not isn’t the issue here but the fact that she’s representing the thousands of women who observe hijaab in our society. Women who observe hijaab form a substantial part of our society and yet we see no portrayal of them in our media. Fair & Lovely has taken the first step in changing that.

P.S: The picture was taken from a cell phone camera in a moving car, hence the bad quality.

28 Comments so far

  1. YO YO (unregistered) on September 25th, 2006 @ 8:19 am

    Good catch man…:)

  2. danny (unregistered) on September 25th, 2006 @ 8:30 am

    This is really awesome even though it’s obviously a marketing strategy on the part of Fair and Lovely to appeal to hijabis as well. But it just goes to show that ppl observing hijaab are just like everyone else and should be taken as serious consumers like the rest of us.

  3. Bamboo (unregistered) on September 25th, 2006 @ 9:17 am

    I heard Moazzam Ali Khan, Brand Manager Fair & Lovely at IBA seminar last Saturday. Nice chap, doing great Mr. Khan… Keep it up..

  4. RAJA KHAN (unregistered) on September 25th, 2006 @ 10:03 am

    A girl in hijab looks more beautiful than a girl without hijab IMO.It’s a natural protection for females

  5. mansoor (unregistered) on September 25th, 2006 @ 11:10 am

    extiinct: good catch jee :D

    raja: i agree… this one girl looks really beautiful.

  6. ia (unregistered) on September 25th, 2006 @ 12:23 pm

    I remember there was a call girl in a mobile advert few years ago created stir.
    Its good to see people still have a hint of islamic values left. But still i would call these advertisment board pollution.

  7. suhail (unregistered) on September 25th, 2006 @ 2:38 pm

    the ad is good, the girl is beautiful, who is the model by the way?
    however, billboards!!!! , i am against of billboards. the same amount of money can be used a little creatively to beautify the roads and also promote the brand.
    If the billboards advertisers can think about erecting wooden or metal shelters at bus stops (of course with their brand on it). In fact how good it would be if they took ownership of a bus stop stand, provide some fresh water, clean seats, their brand will be promoted far beyond their expectations. they can even go a step further by installing a cooler, and give a poor guy a job, there to keep it clean. people can pay for the drinks also. all it needs is a little thinking…

  8. Farhan (unregistered) on September 25th, 2006 @ 2:45 pm

    fair & lovely hijab clad model

  9. Cy (unregistered) on September 25th, 2006 @ 9:46 pm

    Hmm … I thought the idea of hijab was to discourage others from looking at you. Does no one see the irony of a hijabi advertising, on a giant billboard no less, a facial cream that is meant to make you look better in the eyes of others? Oh, well, I guess whatever gets your jollies.

  10. Imran Khan (unregistered) on September 25th, 2006 @ 10:33 pm

    This is so DUUMMMBBBB!! why would you wear a hijab as a woman and then model on a bill board so that 80million non-mehram males can oogle you every day…. stalk about being CONFUSED !!@
    this is exactly as when girls wear hijabs over skin tight jeans which leave nothing to the imagination … either cover yourself or DONT… either way you are only fooling yourself and no one else …… freakin dumb!!!

  11. Alam (unregistered) on September 25th, 2006 @ 10:59 pm

    whats next, u would demand porn video in which hijabi hookers r shown having sex? “After all, women do wear hijab in society”

    what a dumb ass writer

  12. umrao (unregistered) on September 25th, 2006 @ 11:59 pm

    i don’t know maybe my opinion may sound dumb but its not about about wearing hijab or not! it’s just an ad that shows the diversity of females in Pakistan who are deserving to get scholarships!!!!!

  13. umrao (unregistered) on September 26th, 2006 @ 12:01 am

    just had to add this point too: at the end of the day its not your right to point fingers as to who should wear hijaab or not…its the woman’s personal decision!

  14. Aamir Ali Khan (unregistered) on September 26th, 2006 @ 12:42 am

    Imran Khan,
    You are sick!
    I think it is a great idea and it represents our true Islamic culture. We are still Muslims. Right?

  15. wasiq (unregistered) on September 26th, 2006 @ 2:12 am

    NO comment!

  16. Imran (unregistered) on September 26th, 2006 @ 3:39 am

    To posters above:
    jeez …. are you guys nuts or what?
    Alam: you’re sick .. I am not even going to respond to your comment.
    Others: hijab or no hijab .. its your own personal free decision .. I couldnt care less, but either you stick to a moral code of modesty/provacy in wearing a hijab correctly OR you go out and model and do the catwalk … doing both is just evidence of PLAIN CONFUSION in your own head ….
    What I am trying to say is that if you are wearing a hijab why would you want to model for a billboard that is displayed to everyone in the city. Isnt that defeating the whole point of wearing a hijab ??
    Isnt this irony evident to anyone else ??


  17. murtaza (unregistered) on September 26th, 2006 @ 8:31 am

    if i’m not mistaken…the model is indian, possibly non-muslim. The point is, how do you depict a Muslim woman? in a country with 96% muslim population, it does not seem to be a bad idea to have a hijabi woman on a billboard rather than someone in a bikini to show the full effect of the product. Or would you rather have a bearded man advertising the said product?! How does this advertising strategy relate to the confused women who dance wearing a hijab or whatever other instances you may have come across is beyond me.

  18. striker (unregistered) on September 26th, 2006 @ 10:48 am


  19. SK (unregistered) on September 27th, 2006 @ 8:27 am

    Has any one over here actually seen the complete TV spot??? The scarf not “hijab” is shown flying away when she uses Fair & Lovely.

  20. mara (unregistered) on September 27th, 2006 @ 8:55 am

    First of all i agree, its an ad straight up…business 101…trying to attract a certain demographic..done.
    Secondly. Some of you are so ignorant its unnerving, the hijab is a womens personal choice, it is also her choice if she decides to wear western attire with it jeans et al. It is also her choice if she models i.e islamic clothing (refer to turkey the middle east. asia)
    By no means does wearing the hijab state that u shall not do anything to feel beautiful because oh no those men might “oogle” nd look at you, for god sake the lowering of the gaze is a requirement for both men and women, dont tell me just because u have some incesent desire to stare up at a women, that i as a women i now have to become cloaked in a burqah. Honestly, next thing you know ur all gonna be against the eyeliner cuz god forbid u will stare into her eyes..even though it is a sunnah.
    Ultimately modesty exists for both men and women and goes down to ones intentions.

  21. Imran (unregistered) on September 27th, 2006 @ 10:00 am

    I hadnt seen the actual TV spot, but

    ….Touche …. SK’s post said it all …”Has any one over here actually seen the complete TV spot??? The scarf not “hijab” is shown f-l-y-i-n-g a-w-a-y when she uses Fair & Lovely…: !!!!!
    so much so for pretentious modesty … LOL!


  22. ali (unregistered) on September 28th, 2006 @ 9:57 am

    yes, you r right and i beleave In more commercials they must show woman in respective dress

  23. SJ (unregistered) on September 28th, 2006 @ 8:58 pm

    I don’t see anthing wrong with a hijabi model on a billboard.
    By some of the post, it feels like it is Islam to cover up women in shittlecock burqa. Women in any society should have equal rights and if someone start getting excited looking at women’s face on a billboard should check the doctor instead of telling them what to do in the name of islam.

    Guys Its karachi not kabul. Come out from the last 20 years propagenda by system to brain wash people of pakistan. whole nation was ideologized by media and educational system to create fighters to fight the Afghan war.

    ISLAM also ask the followers to get educated and enlightented. How many inventors scientist and Phd holders are coming out of Muslim world, if we follow our religion?. Definately a whole lot of crazy fascist emrging for forcing the kind of ideologies which has nothing to do with islam, the religion of “peace” and “Love”.

    Get Over it!

  24. I-HATE-BURGER-BACCHAY (unregistered) on October 2nd, 2006 @ 10:37 am

    First: Agree w/ everyone who says that the style of skin-tight jeans + hijaab (or American Muslim style) is messed up. Wear it or don’t… Be true to yourself… Embody the concept of Hijaab.

    At the same time we should not judge the NIYYAT of a girl who chooses to do that. We should criticize in a soft manner. I think wearing Hijaab is very difficult since the media worships people who don’t wear it at all. It is a tough decision for a girl to cover her hair. Yes so she may wear skin tight jeans… But it’s better to wear hijaab on top of it than nothing at all…

    Second: I wouldn’t judge this ad on the basis of Islamic merits. Instead compare it to relative merits. In society where BURGER ELITES are dominating and screaming that young girls should bare themselves to be accepted. Here you have a girl who can appear beautiful without bearing herself.

    All *true* feminists (as opposed to BURGERITES), Islamists, etc. should appreciate it. Moreover, it is helping to destroy the classist perception that being respected as a consumer is only the right of the secularized rich urban elite. Religious customers have rights too and should be recognized as such.

    This reminds me of a commercial where they showed 4 kids in a household. For a long time they showed ads where there were only 2 kids because they wanted to appeal to the BURGER elites who think highly of themselves because of their small family size. Thank god they realize the average Pakistani middle-class person loves children and choose to have many even if they have the option of using family planning. And furthermore, that there is nothing uneducated or backwards about that.

  25. alybaba (unregistered) on October 2nd, 2006 @ 6:21 pm

    Who cares about the hijaab/no hijaab. I believe the fact that our fascination with fair skin is a far bigger problem.

  26. hex (unregistered) on October 7th, 2006 @ 7:56 am

    I guess by looking at some of the trends and eagerness of some and silence by the majority to the growing indecency in our media, its not going to be long when we won’t need to keep “Islamic” in the name of Pakistan, France can ban “hijab” under “religion” of secularism when there values are challange, yes a religion, religion in its basic form is nothing more than guidelines for societies to function, but due to western pressures and afraid of being labeled “extremist” or “are youagainst women rights” or may be our just our desires are keeping most of us quite. Why is it considered empowerment of women to shed cloth and oppression if she is submitting to Allah. Be proud of your religion and learn your religion, accept the boundries that are defined and stop blaming the mulahs or politicians who abused it for your desires to bare it all. We are letting it become a norm not for the sake of women but by submitting to our temptations. We might ogle over for a few years over a naked girl and than die and if we think it is hard now to follow the path it will be much harder if not impossible for our kids to walk the path of Allah. But I guess all that doesn’t matter to us, we just want to be able see naked girls and have sex, sisters can only feel empowered by shedding there religion, guilt, shame and cloths, or the best excuse “hey man its freedom of choice”. I guess after a while we will be questioning that why can’t we go around kaaba in a bikini and turn medina in to a resort, whats wrong with that we are not living in the 12th century. If we think this will bring us the so called “successes” of U.S or England, all we have to do is look at Russia, eastern Europe, Mexico and most of south America and may be we can still realize before it’s to late and before sisters are made into sex object only to be exploited for personal pleasures that accepting indecency or westernization is not the answer for progress, otherwise I guess we will see how it feels when we have to take our daughters to get an abortion or talk to them about using condoms to not get AIDS. Yes I know all this has been happening even before in private but if we let it become the norm, than it will be impossible to stop the spread cauz we all know how alluring and attractive these things are. I appeal to my brothers and sisters who also feel that we need to keep our sense of modesty and would rather see our nation succeed following the path of Allah, than we should voice our refusal to allow such things to progress and be promoted in the name of women’s liberation or moderation. Boycott channels, send petitions, ask your cable operators to drop these channels or risk losing all customers, organizing peaceful protest are some of the things that we can do. I am not a pious person either Allah knows how weak I am and that’s why I am even more scared that today at least when I do something I have this guilt and shame and I can repent and may be forgiven but our kids may not even realize if something is wrong to have that guilt. We have to play our part and stand up now and take action.

    May Allah protect us all from the shiatan and our nafas.
    Al-A’raf 7:175: “Relate to them the story of the man to whom We sent Our signs, but he passed them by: so Satan followed him up, and he went astray.” 7:176: “If it had been Our will, We should have elevated him with Our signs; but he inclined to the earth, and followed his own vain desires. His similitude is that of a dog: if you attack him, he lolls out his tongue, or if you leave him alone, he (still) lolls out his tongue. That is the similitude of those who reject Our signs; So relate the story; perchance they may reflect”.
    Al-Imran 3:14: “Fair in the eyes of men is the love of things they covet: WOMEN and sons; Heaped-up hoards of gold and silver; horses branded (for blood and excellence); and (wealth of) cattle and well-tilled land. Such are the possessions of this world”s life ; but in nearness to God is the best of the goals (To return to).” 3:15: “Say: Shall I give you glad tidings of things Far better than those? For the righteous are Gardens in nearness to their Lord, with rivers flowing beneath; therein is their eternal home; with companions pure (and holy); and the good pleasure of G od. For in God”s sight are (all) His servants,”

  27. wasiq (unregistered) on October 10th, 2006 @ 4:12 am

    i don’t think Mr Straw has any right to say that about Hijaab…all he can do is ban it in the pubs…!

  28. Adnan Mansoor (unregistered) on October 10th, 2006 @ 9:23 am

    Refer to Hex and Wasiq latest comments qouting “May Allah protect us all from the shiatan and our nafas.”

    The shiatan has been identified for all of us to seek shelter from the ALMIGHTY ALLAH.

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