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'The private sports channel’s teaser for the upcoming India-Sri Lanka cricket series defies belief. As video clips showing Sri Lankan cricketers in action are screened, the soundtrack is provided by an old Hindi film song, the lyrics of which are: ‘Hum kaalay hain toh kya huwa dil walay hain.’ That roughly translates to, ‘so what if we are black, we are hearty sportsmen nonetheless.’

From Dawn.com

15 comments:

Mahek said...

Just as bad as that commercial for the Ind-WI series where everyone refuses to give water to the Caribbean guy. I guess the admaker didn't think it could be construed as racist. Made me think of the phrase "Ignorance is Bliss".

Naked Cricket said...

That was Neo Sports, and I think the agency was Ogilvy no less - some sharp creatives and then the water one.

raj said...

Disgustingly racist! No wonder this demographic comes up with 'Black Monkey" taunts to opposition

Homer said...

In the age of stump microphones, slow-motion lip reading, and ICC penal codes for racist slurs on the field, Pakistan’s pioneer sports channel has come up with an unbelievable series promo.

The private sports channel’s teaser for the upcoming India-Sri Lanka cricket series defies belief. As video clips showing Sri Lankan cricketers in action are screened, the soundtrack is provided by an old Hindi film song, the lyrics of which are: ‘Hum kaalay hain toh kya huwa dil walay hain.’ That roughly translates to, ‘so what if we are black, we are hearty sportsmen nonetheless.’

The promo pretty much leaves me speechless. In an age where tolerance, diversity, and respect are the grandest ideals, who in their right minds could go to such an extent? I wonder if the channel’s legal advisers (if there are any) or cricket experts (of which there are plenty) are aware of the marketing department’s latest feat.

Where did Neo Sports get in the middle of all this? And Oglivy? And the India WI series?

Ignorance is really bliss!

Cheers,

Naked Cricket said...

Homer,

http://www.expressindia.com/news/fullstory.php?newsid=81711

Client: Neo Sports

Product: India-West Indies series

Agnecy: O&M (I said, I think, as they were handling the Neo agency account, and the top creative agency at the time)

They did some excellent work, but the India-West Indies series' ads didn't go down to well - perceived as racist by some sections, as I'm sure will the ad linked up here.

That's how Neo, the Windies series and Ogilvy got into the middle of this.

Homer said...

NC,

Then I stand corrected.

Thanks for the link.

Cheers,

Sujan Rao (sanath189) said...

Here I have uploaded the Video

Shame on that Pak channel(Geo Super) to air such ads

http://www.youtube.com/watch?v=3Q-bmbeuuhQ

Mahek said...

Interesting ad. You have girls getting scared, Indians sulking, Lankans celebrating. Not too subtle about who they're rooting for in the series :)

Sujan Rao (sanath189) said...

Agree, I haven't seen any such scary meaningless cricket series promo till date. Pakistani channel having some hate shown towards Indian cricket at the cost of Sri Lankans. Amazing!!

Not sure whether all Paki's consider them as Gora's.

Naked Cricket said...

Thanks for the video Sujan. I've added it to the post.

Mahek said...

Sujan, you should also know that "Paki" is a racist slur as well. Kinda ironic when you consider its literal meaning is pure/clean.

Ankit Poddar said...

another case of pot calling the kettle "black"!

K said...

Everyone hates the Superpower in their region.

Sujan Rao (sanath189) said...

Ah, you caught me there , didnt u ;)

I didn't mean anything racial though.. Any updates on this ad still being broad casted?

Rohit said...

I don't get it.....how is this any worse than those repulsive fairness cream ads? This is not pakistan specific at all....it is a general colonial hangover.