A screenshot of a now-deleted Dipitt ad, generated using artificial intelligence (AI), has been circulating on social media. The ad, allegedly shared from the sauce brand’s official accounts, featured Pakistan’s founder, Quaid-i-Azam Mohammad Ali Jinnah, appearing to eat food with a bottle of Dipitt’s chilli garlic sauce on the table.

 

According to the claims, the ad was removed following criticism from social media users, who condemned the use of the country’s founder for commercial marketing purposes.

 

A user on Facebook opined that the marketing approach was “edgy [and] it wasn’t smart”. “It was ignorant, tone-deaf, and downright shameful,” another added.

 

“For the first time, I don’t want to be sarcastic, funny, or anything else … You don’t mess with Quaid-e-Azam,” wrote another user.

 

One user stated, “This is what happens when brands forcefully and desperately want their products to be integrated into any occasion! Hate this thing. Every brand manager and owner need to learn that not every product needs to be integrated forcefully in any occasion (sic).”

 

“This is what needs to be understood: everything isn’t funny.  He is a respectable man; HE SHOULD BE RESPECTED. He was not an entertainer. He is a man of honour,” maintained one.

 

The brand’s Instagram page has over 22,000 followers. Posts on the official account are often humorous, edgy, and inspired by pop culture, frequently using AI tools to create ads linked to major events in Pakistan.

 

As of now, the brand has not issued a statement on the matter.