Celebrity endorsements is a well practised marketing tactic, and has proven to be particularly effective in competitive industries. Whether to increase their global profile or reflect a change of image, brands frequently recruit famous faces to front new campaigns. And ever since Turkish TV show Dirilis Ertugrul aired in Pakistan, Esra Bilgic aka Halime Sultan has gained immense popularity nationwide and during such a time her endorsement would prove beneficial to brands. But Pakistani celebrities don’t seem to be happy with it. After Yasir Hussain, Zhalay Sarhadi expressed her strong disapproval over Esra’s ambassadorship of Pakistani brands in a recent interview. She said, “We have short term gains. If you have chosen Halima and made her a brand ambassador over here, it’s a slap to our faces. It’s an actual slap to our faces. Why are you borrowing a star from another country? Why don’t you create anything over here? Why are you afraid of creation?”