People Are Not Impressed With Generation's Bizarre New Ad About Environmental Issues

By Mehwish A. W. | 11 Oct, 2018

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’.

 

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.

 

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:

Generation
Source Generation Via Facebook
Generation
Source: Generation Via Facebook
Generation
Source: Generation Via Facebook

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

Source: Generation Via Facebook

 

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.

Source: Generation Via Facebook
Source: Generation Via Facebook

 

There were also people who found the campaign’s message quite contradictory:

Generation
Source: @generation_pk Via Instagram

 

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.

Generation
Source: @generation_pk Via Instagram

 

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?

Generation
Source: @generation_pk Via Instagram

 

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.

 

Sana Safinaz Might Have Seriously Messed Up With Their Offensive New Lawn Campaign And People Are Not Happy

 

 

I Went Backstage At A Pakistani Fashion Show And Wow, It’s A Lot Of Hard Work

 

Share This

More Recent Stories

Dinly

This Small Town Miniature Artist from Gujranwala Has Officially Broken A World Record

22 Jul, 2019
Dinly

Sham Idrees And Froggy Finally Had Their Wedding Reception Last Night And Here’s What Happened

After a beautiful, fun-filled Mehndi, Sham and Froggy had their wedding reception and rukhsati last night. The couple has had a very “will-th...

22 Jul, 2019
Dinly

Valaiti Pakistanis Are Gathering Outside The White House To Welcome Imran Khan After His Massive US Jalsa

22 Jul, 2019
Showsha

Pakistanis Have A Lot Of Opinions About Mohsin Abbas Haider’s Press Conference Last Night

22 Jul, 2019
Showsha

The Model Accused Of Having An Affair With Mohsin Abbas Haider Has Come Out With A Statement

by UA
22 Jul, 2019
Showsha

Mahira Khan Is A QUEEN In Superstar’s “Noori” And I Can’t Stop Gushing Over Her And Osman Khalid...

21 Jul, 2019