Lahore, July 25 : Indian film stars are a hit in Pakistan when it comes to advertisements for international brands on huge billboards and hoardings put up at prominent spots across Lahore.
The hoardings show Indian superstars modelling for various products like watches, mobile phones and perfumes. Advertising companies believe that Indian superstars have a great market value in Pakistan, reported the Daily Times.
A marketing manager of a registered marketing company said that products that were available both in Pakistan and India were better marketed in Pakistan "if some Indian superstar models for them".
He said that there was no harm in showing Indian celebrities on billboards in the city. "It is the age of globalisation. If Indian movies can be shown on satellite television then Bollywood stars can also be displayed on billboards," the paper quoted him as saying.
Beenish, a student of the Lahore University of Management Sciences (LUMS), said that she had liked to see her favourite Indian film stars' hoardings in the city.
But, there also some who oppose the idea. Writer and film producer Rukhsana Noor said that hoarding of Indian film stars should not be displayed in the city. "The Indians want to propagate their own philosophy, and are using all means for it. Now they have sought a new way to penetrate our society, through the giant billboards. This phenomenon must be stopped," she said.
"On one hand, Indian movies are banned from being screened in Pakistan, but on the other, the hoardings of Indian film stars are being used for advertisement," said an unidentified films star.
PHA (Parks and Horticulture Authority) Director General Irfan Elahi said that advertising companies had decided to show billboards displaying Indian stars. He said that the PHA did not have the authority to stop them.