Pakistani actress questions public support for entertainment platform while highlighting Palestinian suffering and praising country’s independent musical talent
KARACHI: Pakistani actress Naeema Butt has taken exception to what she called the stances taken by the parent concern of Coke Studio with regards to the Middle Eastern conflicts; while raising concerns about the humanitarian crisis in Gaza and questioning continued public support for the multinational beverage company’s entertainment initiatives.
Taking to Instagram Stories, Naeema reacted to advertisements promoting Coke Studio’s upcoming Nu.WAV music platform and questioned why audiences continued supporting Coca-Cola and Coke Studio amid Palestinian suffering.
“Seeing ads of Coke Studio Nu Wav… I wonder why do we support COKE???? Coke Studio??? Forgetting about Palestinian kids who were slaughtered?” she wrote.
Her comments come amid continuing consumer boycott campaigns targeting several multinational companies over perceived or alleged connections with Israel. Coca-Cola has also faced boycott calls, although Naeema’s claims reflected her own position rather than independently established evidence of corporate involvement in the Gaza conflict.
Actress Praises Pakistan’s Musical Talent
Meanwhile, Naeema stressed that Pakistan already possesses exceptional singers and musicians who can gain recognition without depending on multinational corporate platforms.
She accused major brands of using artists and entertainment to strengthen their public image and create a “soft corner” among consumers.
Furthermore, she suggested that popular entertainment projects could divert attention from questions surrounding corporate accountability during the Gaza crisis.
She concluded her message by declaring: “Shame to Coke Studio. Shame!!!!”
Nu.WAV Prepares to Showcase New Artists
Coke Studio Nu.WAV, meanwhile, is preparing to expand Pakistan’s contemporary music scene through a new spin-off platform featuring established and emerging performers.
Artists linked with its inaugural lineup reportedly include Asim Azhar, Hasan Raheem, Shae Gill and Young Stunners.
Naeema’s intervention has now added another prominent Pakistani entertainment figure to the broader debate over consumer boycotts.
Since the Gaza war began, activists across Pakistan and other countries have urged consumers to reconsider purchases from multinational companies they believe have connections with Israel, turning corporate sponsorships and entertainment partnerships into increasingly contested public issues.
