Does Pakistan Have Dearth of Talent?

Kareena poses for Firdous Lawn

Its not an India versus Pakistan scenario here that the article is about. Seriously, if one switches on the telly eight out of ten advertisements shown these-days have Bollywood faces. One is left seriously wondering : Am I living in India or Pakistan? Has Pakistan gone on dearth with good looking men and women who have worked so hard in modelling? Why is it that our models are not shown in their own country? Is it fair to all of them? If not us then who would showcase their endowment? Damaging our local industry is a wise choice?

While one drives around the city Billboards carrying faces of Shahrukh Khan, Kajol, Katrina Kaif, Ranbir Kapoor, Kareena Kapoor, Saif Ali Khan, Shilpa Shety, Akhshay Kumar are visible everywhere. I have nothing against their stars, but; What is this phenomenon? Do we need Bollywood stars to tell us Pepsi is a good drink, or lawn prints are best worn by a bollywood star? Or that Lux used in Bollywood style would leave more fragrance? Or that a shampoo used in Bollywood way would leave the hair tangle free? Or noodles made the Bollywood way would be more delicious for our children? Or Bollywood style tea gives more kick?

From business point of view, according to advertisers:  "If the audience responds to a foreign face, there is no reason to go against the tide. At the same time, using foreign talent in no way implies that local talent is not good enough. One has to look at availabilities to work according to the timelines and demands of the clients.

We have very few known directors and even fewer DOPs both of which are extremely important when producing a TVC. Clients are often pressed for time. Companies in the FMCG and Telecom sector, some of which air more than 5 commercials per quarter, cannot at times wait for the good directors’ schedules to clear up and therefore prefer to explore options elsewhere."

For the local Pakistan industry the above is not a viable argument. Our models are NOT shown in any Indian advertisement, they use their local talent. One has to take risks in any industry. There are a lot of actors/models from our side that need to be given a fair chance, after all Indians also gave their models a chance and they have proved themselves. So why are we hesitating? In order to excel in any field and prove oneself one has to put on line alot which the Indians did & now look where they stand. 

Agreed our actors are working in Bollywood movies but then this argument should not be taken negatively. If our actors are working, their actors should work in our movies, which Naseer-ud-Din Shah did several years ago in Shoaib Mansoor's movie "Khuda Kay Lieye". Audience in Pakistan loved to see Shah sb in cinema, it was a treat in reality. Why aren't our models getting their advertisements? This is the argument. If our models are not welcome in Indian market should we close our doors on them in the local market?

The truth is: Pakistani channels and dramas are banned in India, whereas here Indian soaps and dramas are watched, their channels open to general public. What is this hypocrisy? Our prime time dramas are suffering because the air time is given to Indian programs, is this fair in any sense? Why is PEMRA all mum about this? Why are cable operators hell bent upon tattering what is left of our talent?

Another issue is the dearth of ideas in our advertisements. Everything these-days revolves around expensive clothes and models dancing on Bollywood style routines.  Wedding ceremony seems to be the only story board which is being followed in 70% commercials being made. Our biscuits to mobile companies to detergents all show wedding sequences. I am sure there is more to life and ideas than weddings! 

 With fresh graduates coming to the field every year in media we must utilise their brain strength, ideas and concepts, with that our advertisements can do far better than "Mere des ka biscuit gala" ( Our national biscuit is Gala)!  Innovative ideas and utilisation of fresh minds is the order of the day to survive in a bustling international market. We need to understand that "old is gold" for English diction and  phrases is fine but where creativity is concerned fresh and new ideas need to be welcome and flowed so that diversity and talent combined with new perception can achieve long term heights to a stagnant industry. 

At a quick glance; As you look around your office, is everyone just like you? Probably not. The demographics of Pakistan workforce have changed dramatically over the last 50 years. In the 1950s, more than 60% of the our workforce consisted of males. They were typically the sole breadwinners in the household, expected to retire by age 65 and spend their retirement years in leisure peaceful activities. Today, our workforce is a better reflection of the population with a significant mix of genders, race, religion, age and other background factors. Why cant we retire our older greater minds at 65 so that the younger lot can breathe in fresh air to this dying creative field? The older lot can be used as Mentors rather than Managers. 

Everywhere in the World: The long-term success of any business calls for a diverse body of talent that can bring fresh ideas, perspectives and in-genuine views to their work. The challenge that diversity poses, therefore, is enabling your younger managers to capitalize on the mixture of genders, cultural backgrounds, ages and lifestyles to respond to business opportunities more rapidly and creatively to make it a sure shot success.