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To Boycott Coke Studio or Not?

To Boycott Coke Studio or Not?

Words by Iman Ahmad

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Brown History
Nov 05, 2024
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To Boycott Coke Studio or Not?
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Welcome to the Brown History Newsletter. If you’re enjoying this labor of love, please do consider becoming a paid subscriber. Your contribution would help pay the writers and illustrators and support this weekly publication. If you like to submit a writing piece, please send me a pitch by email at brownhistory1947@gmail.com.

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This is a rare vintage poster for the National Dance Ensemble from Pakistan when they made their grand debut performance in New York City in 1973 at the Hulu Theatre in Madison Square Garden. The show featured celebrated Kathak dancer Nahid Siddiqui who rose to fame in the 70s but in the late 70s, martial law was declared in Pakistan and dancing was banned. She left Pakistan and relocated to London but was told she couldn't dance anywhere in the world without the permission from the government of Pakistan. Siddiqui defied these rules though and continued to dance. "How can you ban beauty?" asked Siddiqui. (Available now as print)

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To Boycott Coke Studio or Not?

How Coca-Cola co-opted the role of ‘pacifier’ and its fading façade in the subcontinent.

The first song from Season 14 was “Tu Jhoom” featuring Abida Parveen and Naseebo Lal

Whilst a widescale genocide happens before our very eyes on screen; many activists and Palestinian civilians are urging the general public to follow the simplest course of action: Refrain. While many other campaigns focus on donations and active political support (both of which are equally as necessary) – the major method lies on the dependence of individuals to refrain from contributing any purchasing power to international conglomerates and companies that have a deadly hand in funding the Palestinian genocide. Yet, the most effortless solution that requires doing nothing ironically remains the most difficult as even pro-Palestinian individuals find themselves in the crossfire of indirectly supporting brands and companies they knowingly despise. 

Obviously, then, the prospect of boycotting is much more complex than it initially seems. From questioning the validity or effectiveness of boycott campaigns (which have been proven effective i.e. Starbucks), to highlighting the lack of and accessibility to local alternatives available in the market; many activists have drawn numerous debates surrounding the BDS (Boycott, Divestment, Sanctions) movement. However, an aspect that is perhaps the most overlooked, is the expansive nature of the boycott. While boycotts have typically been used in association with physical goods and services; many underestimate the expansive scope of major corporations that trickle down into our daily lives in ways we unknowingly enjoy: music. So, this begs the question: if large companies in South Asia are swapping out bottles of Coca-Cola in weddings, grocery stores, and restaurants for Gourmet Cola and Salaam Cola – does it make any difference if a Coke Studio hit like Pasoori is belting in the background? If the bubbly black drink is a villain in Palestine's quest for autonomy, why aren’t South Asians boycotting Coke Studio?

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