foodpanda is known for their event-based marketing campaigns for years, every time there is national level event foodpanda is on forefront to produce quality campaign which is tailormade.
Recently, an advertisement by foodpanda, a food delivery service, has taken our attention for its use of throwing food as a promotional tactic. The ad features Pakistani actor Fawad Khan and Pakistan National Cricket team player Shahdab Khan with co-stars in which a fried-chicken-piece is seen thrown to another co-star while Khan intervened caught it, referencing it to be a ball (The chicken leg). While this may seem harmless, the act of throwing food, regardless of who catches it, can be seen as disrespectful and wasteful.
The use of food throwing in advertising is not a new concept. However, it is important to consider the message that it sends. Food is a basic necessity that many people around the world struggle to obtain. Throwing it away for the sake of an advertisement can be seen as careless and insensitive. It also sends a message that food is something that can be used recklessly.
Moreover, the act of throwing food can be seen as a form of aggression, even if it is intended to be playful. This type of behavior can easily be imitated, leading to physical harm or even bullying. While it may seem harmless in a controlled environment like an advertisement, it can send the wrong message to viewers, particularly children who may emulate this behavior.
In addition, the use of food throwing in an advertisement featuring a popular celebrity like Fawad Khan can be seen as an endorsement of this behavior. While celebrities have the right to choose which advertisements they want to participate in, they should also be mindful of the message that they are sending to their fans and the wider public.
It’s important to note that throwing food can also be seen as disrespectful in some cultures where food is considered sacred. Food is often viewed as a symbol of hospitality and generosity. Throwing it can be seen as a direct affront to these beliefs and customs.
In conclusion, the use of throwing food in the foodpanda cricket ad featuring Fawad Khan, while intended to be playful, can be seen as disrespectful and wasteful. Advertisers should be mindful of the message that they are sending to viewers and find alternative ways to promote their products. Celebrities should also be mindful of the endorsements they make and the message they are sending to their fans. Only then can we create a culture that values food, respects others, and promotes responsible behavior.