With the name Islamic marketing, the first word that comes to mind is Halal. But mostly this

word refers to the food only, but with the passage of time this word has found its way into the

banking system of Pakistan. The next thing what comes in mind after the word Halal in Islamic

marketing is not using females and using people without showing their faces in communicating

message. In Pakistan most of the advertising is stimulated by the West and shows the social

norms prevalent in Western societies. This marketing strategy of organizations reflects the lack

of knowledge people have about the Islamic marketing.

In the real life Islamic marketing is about the identification of value maximization strategies and

implementing them for the welfare of the society in general presided by the guidelines given in

the Quran and Sunnah.

Islam is the way of life and the essence of the Islamic marketing lies the principle of value-

maximization based on equity and justice for the welfare of society

Unlike other conventional advertising methods, Islamic marketing has well defined advertising

ethics, which act as a guideline and are not very different from traditional advertising practices.

The ethics are, avoid misleading advertising and false; do not use misleading sales tactics; avoid

sales promotions that use deception or manipulation. The Prophet Muhammad (PBUH)

condemned all manipulative promotional behavior by stating that:

One who cheats us is not one of us.

Islamic ethics also states that in marketing of products organizations must not use sexual appeal,

fear appeal, emotional appeal and false testimony. Islamic ethics also prohibit excessive use of

fantasy and stereotyping of women in advertising. The use of women as objects to attract

customers is also not prohibited.

Royal tag had also followed the Islamic marketing strategy for the promotions of their products

but they were not able to successfully implement these principal. Reputable brands such as

Junaid Jamshed and Shahid Afridi have successful implemented Islamic marketing ethics of

promoting their products by using humans but without showing the face, or covering it. The

reason for these brands to successfully implement the Islamic marketing principal is because of

the strong names attached to these brands. On the other hand, Royal tag was not able to properly

implement these because they do not have a strong personality attached to their brand.