Legendary cricketer Wasim Akram is among a list of high-profile names who have joined betting site Baji as brand ambassadors. [Image: Shutterstock.com]

Stars join campaign

Pakistani cricket hero Wasim Akram has joined Baji, an India-based betting company, as a brand ambassador despite strict laws against gambling and advertising in the country.

the stars will promote the brand through their social media channels in a form of surrogate advertising

Akram has joined other stars such as former pornographic actress Mia Khalifa, English cricketer Kevin Pietersen, and soccer legend Gabriel Batistuta as ambassadors for the company. As part of the deal, the stars will promote the brand through their social media channels in a form of surrogate advertising in the country.

Akram first announced the deal by posting on his Instagram account: “Join me at Baji for some serious fun and excitement. Let’s enjoy the thrill and make lasting memories together! Can’t wait to share this journey with you! … Win like a King!”

Surrogates resurfacing

Most forms of gambling are illegal or tightly restricted in Pakistan, with Lahore police announcing earlier this week that 3,078 people in the city had been arrested this year for gambling offenses.

The caretaker government of Anwar-ul-Haq Kakar banned surrogate companies in Pakistan, blocking over 150 operators in the crackdown. Media organizations were also warned not to show their advertising or make deals with them.

However, they have now begun to resurface, both in advertising on social media but also on some televised cricket matches, suggesting the ban has been ineffective.

Second crackdown

Federal Minister for Information and Broadcasting Ata Tarar noted the problem last month and ordered the Pakistan Electronic Media Regulatory Authority to take action against the companies.

Tarar insisted that the advertisements were not appearing on television channels or newspapers in Pakistan, but pledged immediate action to block the operators in the country.

Babar Azam and Muhammad Rizwan turned down lucrative offers

It seems that not every household name approached was willing to participate, though. Last week, Pakistani English-language newspaper The News reported that other cricket stars in the country, including Babar Azam and Muhammad Rizwan, turned down lucrative offers to promote gambling companies.