UK & World News

  • 16 May 2014, 6:28

Malala Being Shot In Head Used In Advert

An international advertising firm has apologised for using a cartoon of the shooting of Malala Yousafzai.

The advert, created for Indian mattress firm Kurl-On, shows the Pakistani teenager being shot point blank and falling on to a mattress with blood dripping from her head.

The illustration, which reads "Bounce Back", then shows a healthy Malala rebounding to receive an award.

Twitter users were quick to express their disgust at the advert, with Farahnaz Ispahani, a former member of the Pakistan Parliament, describing it as "revolting". Others described it as "appalling" and "tasteless".

Advertising agency Ogilvy & Mather, which is based in New York, issued a statement on Thursday saying it "deeply regrets" the ad.

"The recent Kurl-On ads from our India office are contrary to the beliefs and professional standards of Ogilvy & Mather and our clients," it said in a statement.

"We deeply regret this incident and want to personally apologize to Malala Yousafzai and her family.

"We are investigating how our standards were compromised in this case and will take whatever corrective action is necessary."

Similar ads depicted other well-known figures, including Mahatma Gandhi and late Apple co-founder Steve Jobs.

Kurl-On has not commented on the matter.

Malala, now 16, was shot in the head by a Taliban gunman after she boarded a school bus in October 2012.

The teen had enraged the Taliban for her outspoken views on educating women in Pakistan.

Last year Malala became the youngest person to be nominated for the Nobel Peace Prize. She has been nominated for a second time this year.