People Can't Stop Laughing At Zara Shahjahan's Lawn Ad, But I Don't Understand Why

By Arslan Athar | 5 Mar, 2019

Before we can fully transition from winter to spring, we need to go through one more season- LAWN SEASON. As you all must have seen by now, all the billboards are covered and commercials are flooded with spring and summer wear. Like every year, brands are pouring loads of money to ad campaigns and photo shoots, and each brand has a different story to tell.

One such brand is Zara Shahjahan. 

Their brand messaging for their lawn line ‘Dhoop Kinaray’ was to celebrate a time before the internet. To a time when sisters and cousins would sit together in the sehan or the rooftop and soak their feet in cold water.

Source: @zarashahjanofficial / Instagram

 

They use intimate images to bring to life this period of time that is lost on most of us.

Source: @zarashahjanofficial / Instagram

 

The look they were going for was super simplistic and raw. 

Source: @zarashahjanofficial / Instagram

 

The campaign was meant to celebrate beauty, simplicity, and summer.

This is how they describe the collection in their own words; ‘There was a time before the internet was raising us, a time where peace and joy was found on the rooftops of bustling and busy Lahore, a time where we weren’t bound by the constant ticking of the clock and found moments of bliss laying still under the hot sun. This collection is rewinding the clock for us, taking us back in time where technology didn’t rule our conversations with one another.’

Source: @zarashahjanofficial / Instagram

 

The general ‘vibe’ of Zara Shahjahan has never been about fancy sets and concepts and therefore this campaign comes as no shock or surprise.

People on the internet could not wrap their heads around the concept.

Ironic, considering how the campaign was meant to signify a time when the internet, with its infinite opinions, wasn’t always with us.

Source: Khalid Ali Marketing/ Facebook

 

Source: Khalid Ali Marketing/ Facebook

 

People were having issues with the Zara Shahjahan price and the look of the shoot. 

Source: Khalid Ali Marketing/ Facebook

 

There were many theories of what was going on.

Source: Khalid Ali Marketing/ Facebook

 

Source: Khalid Ali Marketing/ Facebook

 

Some commended the idea but weren’t so sure of the execution. 

Source: Khalid Ali Marketing/ Facebook

 

Maybe it’s just that we’re too used to full blown out shoot? 

Source: Khalid Ali Marketing/ Facebook

 

Other brands were called out for choices in ‘exotic’ location and unrelatable settings.

Source: Khalid Ali Marketing/ Facebook

 

Or it could be that we, generally, are not ready for just concepts?

Source: Khalid Ali Marketing/ Facebook

 

But this person makes a valid point- we wouldn’t have been happy either way. 

Source: Khalid Ali Marketing/ Facebook

 

The concept in this shoot is pretty unique and the picturization of it is quite striking. I can see why people aren’t responding to it all too well, may it be that we’re not used to this imaging or it isn’t as ‘all out’ as we would have expected. However, as it was rightfully pointed out, we’re never happy with campaigns or ads, we’re always finding fault, so maybe if we weren’t overly critical at just about anything, we could be more receptive to new ideas and experiments.

Mahira Khan Demanded To Not Be Photoshopped For Her Latest Campaign, Because Bohat Hogaya Unrealistic Beauty Standards

Here Are 13 Lawn Looks To Buy Over The Weekend For Under PKR 3000


Cover Photo Courtesy: @zarashahjahanofficial / Instagram

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