Local actress-turned-entrepreneur Neelofa has seen success with her many business ventures, from hijab lines to cafe chains. Unfortunately, one of her businesses recently received backlash for its advertising, which many believed was too suggestive for a Muslim-owned brand.
Neelofa’s ISTERIX line, under her food and beverage brand Nilofa Group, recently shared new advertising on social media to promote their supplement. According to the Nilofa website, ISTERIX is an apricot-flavoured botanical drink mix that can help increase women’s libido and repair internal problems. Given the description, it’s understood that the advertising would include female-centric themes.
However, many netizens believed the brand went too far with their recent advertisements, which were deemed too suggestive and highly inappropriate. As shown in a screenshot taken before the adverts were removed, one poster shows a woman’s finger placed upon a wet apricot with the words, “Shh, (this is) a wife’s secret”. It is believed the fruit was made to mimic a woman’s private parts which led to the backlash. However, it is worth noting this isn’t the first time Nilofa Group used apricots to represent women.
The account quickly took down the postings and apologised for the graphics, adding they would be more cautious in the future. Nilofa’s parent company, TheNoor, also released a separate statement on the issue, saying it strongly condemns the usage of inappropriate or offensive imagery for marketing purposes. However, the group claimed it had no involvement in creating or distributing the image but is working to ensure such incidents won’t occur again.
Interestingly, this isn’t the first time Neelofa received backlash when promoting her ISTERIX line. Earlier this year, the public figure got heat after she featured a religious figure who taught a “libido-increasing prayer” to a group of female audience. Many netizens believed the religious figure’s teachings were controversial, even when shared with a group of married, adult women.
Neelofa has yet to address the situation – but what are your thoughts on the advertising? Do you agree it was too much for a Muslim-owned brand?
