Pakistan–India Conflict Disrupts Brand Messaging and Celebrity Narratives
Pakistani Brands Exercise Caution Amid Regional Tensions
As tensions escalated between Pakistan and India in early May 2025, Pakistani brands adopted a subdued stance. The Pakistan Cricket Board (PCB) moved the remaining matches of the HBL Pakistan Super League (PSL) to the UAE, citing safety concerns following an alleged Indian attack on a local stadium. The PCB emphasised the need to safeguard players and staff, marking a symbolic halt in domestic sports activities.
Industry insiders observed that major brands across sectors suspended lighthearted or commercial messaging, pivoting instead to align with national sentiment. While official channels amplified patriotic narratives, consumer brands remained largely silent, avoiding promotional content out of respect for the prevailing mood. Analysts suggest this restraint reflects a long-standing pattern where marketers retreat during moments of national stress, deferring to public emotion over corporate interest.
Indian Brands Pause Campaigns and Embrace Patriotism
On the Indian side, companies acted swiftly to suspend regular advertising. Marketing agencies confirmed that scores of campaigns were paused, particularly in travel, retail, and consumer goods. Airlines grounded flights and closed northern airports, which further reduced the viability of transit and outdoor ads.
India’s cricketing authority, the BCCI, relocated an IPL match to Ahmedabad and expressed readiness to adapt future schedules based on government advisories, signalling how even high-profile entertainment properties recalibrated their plans amid the heightened security environment.
Celebrity Commentary Aligns with National Mood
Pakistani celebrities spoke out strongly against the Indian military strikes. Mahira Khan and Hania Aamir both condemned the attacks as cowardly, posting emotional reactions on Instagram. Fawad Khan echoed this sentiment, criticising the aggression and expressing faith in Pakistan’s defence forces. Several celebrities also reported their social media accounts had been geo-blocked in India, heightening cross-border digital tensions.
Cricketers joined in, with Mohammad Rizwan posting a Quranic verse that encouraged resilience in the face of conflict. Shahid Afridi decried the attacks as reckless, while Rumman Raees, Shoaib Malik, and Iftikhar Ahmed expressed public support for the armed forces. Overall, Pakistani public figures uniformly reinforced a narrative of unity and defiance.
In India, celebrities offered unequivocal support for the military response. Akshay Kumar, Kangana Ranaut, and Suniel Shetty all posted messages praising Operation Sindoor and invoking patriotic slogans like “Jai Hind.”
Bollywood and regional stars, including Rajinikanth and Chiranjeevi, issued statements backing the armed forces, while few, if any, advocated for restraint. The absence of calls for peace among high-profile figures underscored the national consensus reflected in both media and public discourse.
Shifting Consumer Sentiment and Psychographics
Consumer behaviour in both countries showed immediate shifts. In India, marketers reported a sharp decline in travel and discretionary spending, with consumers hesitating on holiday plans and large purchases. Advertising tone turned sombre or patriotic, with clients opting to delay upbeat campaigns.
Meanwhile, nationalist fervour surged on social media, even influencing lifestyle trends. Debates erupted over renaming “Kasuri methi” to remove its Pakistani association, and food product boycotts trended. On professional platforms like LinkedIn, posts pivoted from career advice to military strategy discussions, highlighting the pervasive nature of wartime sentiment.
In Pakistan, though specific consumer data was limited, similar trends emerged. Online narratives emphasised pride in national defence and collective resilience. Economic caution appeared to follow, particularly after official announcements regarding trade suspensions with India.
Global Image and Economic Repercussions
International observers expressed concern over the potential damage to both nations’ reputations. Analysts noted that while India possesses a growing global economic profile, prolonged instability could undermine investor confidence. The Indian rupee fell sharply following the strikes, and stock indices recorded immediate losses, signalling heightened risk perception in global markets.
Commentators suggested that the crisis could erode the “Brand India” narrative built on economic growth and stability. Pakistan, already facing image challenges, saw its international perception further dominated by security concerns. Global brands and advertisers are expected to tread carefully in both markets until tensions subside.
Corporate communicators and media experts argue that the current landscape leaves little room for conventional marketing. Instead, brands are likely to lean into national unity narratives or suspend outreach altogether, prioritising reputation management over visibility.
