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TABLE OF CONTENTS

1 Objectives 4

2 The Inevitable need 6

3 Sharia'a Tips 11

4 Themes, Schemes, and Sources 17

5 Exhibits of Themes 22

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OBJECTIVES

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1. Objectives 1.1. To define the need of a new pitch call based on Islamic

Principles.

1.2. To suggest Sharia'a tips for Advertising services.

1.3. To introduce effective and result oriented "Themes" and its

sources.

1.4. To present a few sample displays developed on Islamic

Themes.

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THE INEVITABLE NEED

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2. The Inevitable need: 2.1. Why a new pitch call? That too an Islamic one is being

asked for. As an answer to the question we may say:

Mad race for material development and progress has

polluted our air, food, drinks, clothing, and all human

consumptions. Noise pollution has threatened our

listening tolerance.

Above all, we have now become prey to visual pollution

lethal to our mental health, human values faith, belief,

character and culture.

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On the roads, our eye-sight cannot escape the visual

invasion through hoardings. The greed for material

progress has brooked no limits. Instigations through the

messages are fatal:

Want license not liberty-A common claim

Might is right - Get by hook or by crook

Survival for the fittest - Rule of the game

Billionaire over night - My ambition

Lavish and luxurious life style - My legitimate right

Lust for thrill, suspense, and glamour and much

more...

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2.2. There are many other factors of deterioration in our society

but commercial advertising has played a pivotal role in this

regard. The messages through hoardings carry lasting and

effective impressions on the mind of the beholders. The

contents of the messages have caused massive destruction.

There is an immense need to review the messages on

hoardings. Positive and constructive approach is the

order of the day.

The need to propagate moral values and develop civic

sense is inevitable.

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2.3. For a u-turn a new pitch call is deemed a-must.

We need to take guidance from Islam - the complete

code of life, applicable globally for all the times to come,

for everyone, till the last human being on the earth to

come.

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SHARIA'A TIPS

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3. Sharia'a Tips: 3.1 Do not initiate an artificial demand. Create a real demand

for consumption.

3.2 For competition - Remember there is enough for everyone

in this universe. The treasures of Allah Subhanahu wa Ta'ala

are big and great enough to be borderless.

3.3 Neither hurt nor harass your competitors. Don't compel

your competitor to incur in-exorbitant expense to stay in

competition.

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3.4 Don't exaggerate in telling your product properties and

don't play with stats and misguide for misinterpretation.

There is no need to lie. No ambiguity will help. Be truthful

and crystal clear, so that you may reap the results of

abundance of profit (rizq) and Barakah in business.

3.5 Don't over invest in advertising. Rationalize and Justify your

investment in business promotion. The advertising

expenses must be scanned as per Sharia'a parameters and

filters.

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3.6 Haraam Products must neither be produced nor be

advertised.

Allah has forbidden us to join hands and to be instrumental

to activities prohibited by Sharia'a - This disobedience is

termed as sin.

3.7 Mix gatherings and meetings in privacy of non-mehram are

not allowed at all.

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3.8 The usage of female-model is humiliation in respect,

honour, and grace granted to women by Islam. It distracts

the audience from product. Focuses their attention to

models only. Products are overlooked.

3.9 Focus on product/service or message not models or

promoters.

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3.10 Allah Subhanahu wa Ta'ala says:

"And indeed we have honoured the children of Adam,and We have

carried them on land and sea, and have provided them with 'At-

tayyibaat' (Lawful good things), and have preferred them above

many of those whom We have created with marked preferment."

(Surah Al-Isra: 17)

Human beings is the super creation of Allah Subhanahu wa

ta'ala, above all creatures. Therefore, the use of a body

(men or women) for the promotion of product is against

the honour and stature of human beings, and cannot be

presented as inferior supplements.

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THEMES, SCHEMES, AND SOURCES

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4. Themes, Schemes, and Sources: 4.1 Theme and scheme are two vital aspects of advertising.

4.2 After selecting a theme as a base of central idea, a chain of

ideas for presentations are developed with a continued feel

of theme in each display. Through media and hoarding these

are presented to audience to communicate message and

stir an urge of demand to buy the brand.

The schemes are marketing and promotional techniques to

increase sales by offering buyer benefits.

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4.3 A theme based on sources of Islamic teachings: Quran,

Hadith, Isamic History, heritage, culture and jurisprudence,

developed aesthetically with high-value creative and

innovative skills equipped with top-class professional copy-

righting and design with out-standing graphic support would

definitely be well received by the consumers. The impact

would be positive and pollution free. Shall make things go

green.

4.4 This will help promote human values, and accelerate

achieve human excellence through advertisements -

hoarding messages.

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4.5 We can develop and promote civic sense through hoardings.

4.6 We can serve community causes through well- designed

hoarding displays.

And most importantly!!!!

In an Islamic society we shall be able to develop Sharia'a

compliant systems. Many chapters of Islamic history

witnessed the fact that Sharia'a had never curbed human

excellence through creativity and innovation with sky as

limit.

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Today non-believers excelling in their imaginary

productions based on events and facts theories and

philosophies enunciated by Islamic sources of knowledge.

We the believers can also reap the benefits. Can we? Yes

we can! Insha Allah!

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EXHIBITS OF THEMES Exhibit no. 5.1 Public awareness - Community service messages (8)

Exhibit no. 5.2 Products - Stationery Items (1)

Exhibit no. 5.3 Products - Food Items (3)

Exhibit no. 5.4 Themes Sources - Quranic Verses (3)

Exhibit no. 5.5 Pieces of work by brothers abroad (9)

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Exhibit no. 5.1 /1

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Exhibit no. 5.1 /2

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Exhibit no. 5.1 /3

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Exhibit no. 5.1 /4

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Exhibit no. 5.1 /5

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Exhibit no. 5.1 /6

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Exhibit no. 5.1 /7

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Exhibit no. 5.1 /8

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Exhibit no. 5.2

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Exhibit no. 5.3

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Exhibit no. 5.3/1

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Exhibit no. 5.3/2

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Exhibit no. 5.4/1

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Exhibit no. 5.4/2

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Exhibit no. 5.4/3

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Exhibit no. 5.4/4

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Exhibit no. 5.4/5

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Exhibit no. 5.4/6

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Exhibit no. 5.4/7

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Exhibit no. 5.4/8

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Exhibit no. 5.4/9

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Exhibit no. 5.5/1

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Exhibit no. 5.5/2

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Exhibit no. 5.5/3

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Exhibit no. 5.5/4

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Exhibit no. 5.5/5

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جزاک ہللا خیرا

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