It’s that time again—one of the four times in a year, actually, that the seasons change. And, with this change we also see new collections at different leading brands’ stores.
Like many other brands, one of the popular clothing brands, Generation, also just came out with their new F/W 18’ collection titled Sohni Dharti’.
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Hum saans kesay lein? 135,000 deaths per year are attributed to ambient air pollution in Pakistan. Source: (PAQI) Our A/W’18-19 Collections are Now Live on www.generation.com.pk and available at your nearest GENERATION store. Shot by :@naveed.amjad Concept and editing : @umarnadeemphoto, Hair and Makeup: @fatimanasirmua, Styling: @azkashahid Featuring: @eman_suleman , @imanshahid , @salehamin and @aaleen.s #stepoutside #sohnidharti
Generation is well known for their unique and different campaigns. They have shown amazing creativity in the past and have come up with inspiring ideas and concepts.
One of their previous campaigns to celebrate Women’s Day: Nai Rang ’18- Gulab, Kanwal, our Chambeli got a lot of appreciation and positive feedback from people of all corners of Pakistan. People loved that campaign as it celebrated diversity and promoted inclusiveness.
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Our skin can be both a vulnerability and a defense. But most importantly, it can be a source of celebration. Wishing our beautifully inspiring GENERATION family a very happy Women's Day! Shot by:@abdullahharisfilms Hair and makeup: @saimabargfrede Featuring @maham.ali9259, @alinatauseef , #RabiaDasti and @zainabzahidali #stepoutside #nairang18 #WomensDay
This time around, however, their campaign, Sohni Dharti, has come under a LOT of attack.
In Sohni Dharti, they make an attempt to raise awareness about the environmental issues that are prevailing in the society and the effects of climatic changes we are facing. According to Generations, the aim was to give us “a realistic glance at the happenings of Pakistan and its impact on us as people to create awareness and let out the call for change”.
Here are some images from the campaign:
As can be seen, the series of images uploaded by the brand portrayed models covered with face masks or 3D glasses and plastic cans/gallons in their hands. These were accompanied by a series of captions for each image that hinted at what is actually portrayed in those pictures. However, not everyone found it easy to understand and it has brought mixed reactions.
Many people were not impressed with the campaign and found the images really hilarious and the campaign as a really bad attempt
Some also thought that the execution of the concept was the major problem and they may have a point
The criticism relies on the fact that if a campaign is “sohni dharti“, portraying foreign locations does not make sense for a Pakistani audience.
There were also people who found the campaign’s message quite contradictory:
Others thought it was too deep for everyone to understand the essence of the campaign
A little bit of clarity in portraying it, no doubt, would have gone a long way.
Naturally, there were those who suggested giving the proceeds from this collection to the dam fund
Because anything to do with environmental issues can be answered with a generous donation the that damn fund, right?
Keeping in consideration that our beautiful homeland is going through serious environmental issues, this campaign seems like a good move on the brand’s part to try and start a conversation around the issue. Air pollution, less trees, and decreasing water resources are some issues that require drastic steps to be made on our part to save our sohni dharti for future generations. However, as good as their intention and idea was, unfortunately the execution of it was not as successful, and hence, they came under attack.
What do you think about this campaign? Share your thoughts in the comments section below.
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