The coveted LUX Style Awards (LSAs) rolled out nominations for its twenty first edition not like they usually do – days before the occasion with little hype to follow. As quickly because the names dropped, viewers scurried to condemn what they felt became an injustice to different artists and girls of Pakistan. Feroze Khan, who these days got here under hearth for alleged abuse towards his ex-wife, Aliza Sultan, who offered evidence of domestic violence on the net, have been nominated within the Best TV Actor – Viewers’ Choice category for his drama Khuda Aur Mohabbat.

Many commented under the nominations introduced in a post shared on all LSA social media handles. Activist Usama Khilji wrote, “Lux, do the right component and prevent glorifying abusers. Stand with survivors of abuse.” Influencer Naiha J. Eiman lashed out, “Stop backing abusers and harassers and feature some disgrace for God’s sake.” She added, “Expected better from you this time round but so disenchanted and disgusted.”Celebrated vlogger Bilal Hassan became a number of the first to ask, “Can you give an explanation for why a home abuser is one of your nominees? This is quite disappointing a disrespectful to all of the ladies of this united states of america.” While Soul Sisters Pakistan founder Kanwal Ahmed lamented, “Terrible of you Lux Style Awards to nominate and celebrate abusers and harassers. That too as a brand that capitalizes on selling soaps to women! Shame on you.”

A bunch of Instagram customers commented in a similar vein. “You could have set the bar here, you could have proven some dignity, some courage perhaps. In a country wherein Sarah’s and Noor’s murderers are but to be served justice for domestic abuse – you decide to present the maximum famous (study complex) actor of his time a nomination. Further legitimizing that something came about is in between them,” wrote blogger Marium Hosein.Hosein additionally took to her Instagram Stories to expose that she had been requested to host the crimson carpet at this 12 months’s LSA. However, she declined. “I knew they wouldn’t take a stand towards this guy,” she wrote. “He’s a money maker for them, I knew they’d no longer best give him awards but they’d guard him,” alleged the person. “And study that, exceptional actor class – for a man who beats his wife in front of his kids. Did we anticipate LSA to be higher? I assume not.”It appeared the lawsuits were falling on deaf ears until the day past, when the brand put out an reason behind its nominations. A put up shared on the LSA Instagram handle on Wednesday stated, “The Lux Style Awards submissions are acquired from artists and channels as part of an open call for entries for consideration inside the awards. All shortlisted nominations, for the Viewer’s Choice Category of the LSA 2022 are a result of unique viewer voting without any intervention by way of the Awards.”

It brought, “As part of our 0.33 birthday celebration, impartial and transparent voting system, that is audited cease to end with the aid of PricewaterhouseCoopers, LSA cannot participate in quick-list, vetting or with the exception of any submissions or nominations.” In a observe-up assertion, the LSAs declared they accept as true with in “respecting the freedom and divert of audience perspectives, and does no longer alter or limit engagement (besides in cases of content with obscene or irrelevant language) on our social media platforms.”

The reaction arrived after Oscar-triumphing filmmaker Sharmeen Obaid-Chinoy introduced that she would be returning her Lux Lifetime Achievement Award, which she obtained from the platform back in 2012, in protest.Taking to her Instagram Stories on same day, the Saving Face director pointed out, “Lux is a splendor logo that sells soaps to ladies yet it has chosen to allow the nomination of a man recognized to have violently abused his ex-wife. Its discern organisation, Unilever, has a worldwide marketing campaign that says no to domestic violence and advocates against it. The enterprise signed up to the United Nation’s SDGs, inclusive of SDG 5 on gender equality,” she wrote, noting that Unilever’s places of work in Pakistan do now not appear to share the identical values.”

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