A Celebration Gone Wrong – Dipitt, a well-known food brand, starred AI-created Quaid-e-Azam  in Independence Day commercial

What was intended as a nationalistic tribute became a PR disaster for Dipitt, a well-known food brand, when it aired its Independence Day commercial starring an AI-created Quaid-e-Azam Muhammad Ali Jinnah. The initiative, taken on the occasion of Pakistan’s 78th Independence Day, soon became a viral sensation not for how innovative it was, but for causing outrage on social media.

The brief advertisement video featured a virtual re-creation of Pakistan’s founding father speaking about national pride in order to endorse a specific “Independence Day sauce” product. Though some first complimented the use of technology, the vast majority viewed it as disrespecting and inappropriate to utilize the great leader’s image to make profit.

Social Media Backlash

Hours after the ad was posted, social media platforms such as X (formerly Twitter), Facebook, and Instagram were filled with backlash. Most condemned Dipitt for overstepping ethical lines by employing artificial intelligence to reimagine a national icon for advertising purposes.

Critics pointed out that AI-generated Quaid-e-Azam content particularly in a light-hearted product promotion undermines Muhammad Ali Jinnah’s dignity and historical weight. Some called the move “tasteless commercialization,” while others questioned if the creators had referred to historians, ethics specialists, or even legal experts before endorsing such content.

The indignation grew stronger when the users started posting side-by-side images of the AI avatar and vintage photographs of Jinnah, highlighting the similarity that was both eerie and jarring. The video was later taken down from all the official channels, but only after it had been cached and shared far and wide.

Why the Ad Missed the Mark

Markets developed on the basis of sentiment or cultural icons have to be carefully managed with a blend of respect, originality, and sensitiveness. While creative opportunities from AI tools are unprecedented, they also raise ethical dilemmas more so when it is about national heroes.

In this scenario, the backlash was not simply a reaction against employing technology it was that Dipitt had reduced Jinnah’s image to a consumer good. The concern was heightened by Pakistan’s strong emotional bond to its founding father, whose legacy is regarded as inviolable and sacred.

The Ethical Debate Around AI in Marketing

This episode reignited the controversy surrounding the application of AI in advertising, particularly in the revival of historic figures. Across the world, similar controversies have made headlines everything from AI re-creations of dead celebrities in adverts to deepfake political endorsements.

While AI can facilitate innovation for brands, there’s increasingly a demand for transparent guidelines and regulations to ascertain the respectful and responsible application. For Pakistan, sensitivity of culture is topmost, and misplacement can instantly become a nationwide outcry.

Dipitt’s Response and Lessons Learned

After the backlash, Dipitt removed the video silently from its channels without making a public apology at the time. Yet, according to industry sources, the company is considering revising the creative approval process to avoid such situations in the future.

For advertisers, this segment is a morality lesson: technology can provide new creative horizons, but absent historical and cultural sensitivity, that creativity can boomerang. Perhaps a more advisable course would have been presenting archival clips of Jinnah’s speeches or creating a thematic montage without resorting to an AI image.

The AI-fueled Quaid-e-Azam scandal points to an essential reality patriotism in promotion is most effective when built upon respect and authenticity. As Pakistan leans into innovative technologies, brands have to be careful with merging technological advancement with historical respect.

Ultimately, Dipitt’s Independence Day advertisement will be remembered not for celebrating national pride as designed, but as a cautionary tale that some legacies are more sacred than others when considered for product marketing.

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