Yesterday I was struck by Advertisement on TV of one of two Major shoe company Service Shoes of Pakistan who makes shoes that are really Popular with Militants and terrorist of Pakistan who are called Taliban or Madrissha Graduates .

The Advertisement showed People of Pakistan from all Provinces and it showed the Pashtun as one riding a Truck and wearing a Ceremonial Waist coat with Glass beads that is traditional Dress of Pashtuns.

The same scene was also present in another advert of Mobile Operator of Norway Telenor Pakistan which has second biggest network in Pakistan that Pashtun was represented by a Truck Driver.

These Adverts have been given clearance by Pemra ( Pakistan Electronic Media Regulator )  and nobody objected to Racist and Stereo typical Categorization of all Pashtuns as Truck drivers.

It is synonymous to Punjabis being shows as Gujars or having a Cattle and wearing a Dhoti and sitting in a Stable on a Farm eating Dall.

Why this Racialism and Racist Behavior is Targeted towards Pashtuns only, I wonder why?

Rationally speaking and Looking at Demographic there are 6 Crore Pashtun living in Pakhtunkhwa and Baluchistan both provinces than Tiny FATA 7 Agencies who, s population is only 0.3 Crore , who are not involved in Transport Business.

The transporters are only 4 Tribes of Wazir, Mehsud, Afridi and Shinwari Tribes rest of Tribes who are Majority are not involved in Transport Business at all in FATA.

Why the Advertising Agency who Makes these Adds are so Infatuated with the Truck and putting a Pashtun in it and Showing their Ignorance Jihalit and Racist behavior.

Pashtuns like Malala and Ahmad Faraz International Poet, Rehman Baba, Khushal Khan Khattak, Ghani Khan , Bacha Khan and People who won the only War of Pakistan liberating Kashmir ,are International Icons

The Pakhtunkhwa Hero’s of Swat and Dir and Ambh Hazara who Conquered Kashmir from India in 1948, are unknowns.

While the FATA Tribal are falsely credited for Kashmir conquest in 1948, are made Hero’s and with a false History Crediting the FATA Tribals unnecessarily.

Even in PTV drama a Pashtun is always shown as Security guards and not as Doctors or Engineers , and this is pet formula and it has got sanction from Punjabi Establishment , the same Punjabi who were ruled by Pashtun from Gandhara Civilization 500 BC  to 1857 Ahmad Shah Abdali or Durrani,s time .

Even Finance Ministry official web site has Pashtuns described as chowkidar not as Generals or Educated lot that has contributed to Pakistan

These Advertisers should be Stopped and Legal Action be taken for their False Portrayal of Second Major Ethnicity Pashtuns demographically and for Racism and Fined for this behavior.

These Racists should know that Pashtuns are Highest Educated People Percentage wise in Pakistan then any other Ethnicity, in Pakhtunkhwa still more than Punjab and Sindh Statistically.  Putting them in truck and by Racism by stereotyping them,  as truck drivers only one cannot suppress these facts.

The views expressed in this article are the author’s own and do not necessarily reflect Khaisor’ editorial stance.

First published on October, 21 2012 at livepak.com