“A brand that supports criminal state of Israel,” Natasha Ali calls for boycott of Coke Studio

Renowned makeup artist Natasha Ali Lakhani has called for a boycott of Coke Studio in support of the ongoing campaign against the multinational Coca-Cola company, which operates in illegal Israeli settlements in Palestine.

Initially excited about the season, Natasha took to her Instagram story to share her realisation that Coke Studio, being a product of the boycotted brand Coca-Cola, should also be included in the boycott campaign. 

However, she expressed respect for the artists participating in this year’s music season.

“When Zulfi, the man behind the magic, posted the teaser, I immediately went and wrote, 'can’t wait' under it. What they created last season was so powerful that I didn’t even register the 'coke' before the studio,” her post read.

“[...] I realised that the support for the season this time is still revenue and attention towards a brand that has always supported the genocidal and criminal state that Israel is, outrageously and unequivocally. Alongside the boycott of its products, it would make sense to boycott any of its endeavors,” she added.

Natasha went on to say that she has been active in voicing her support for Gaza and condemning Israel's actions. Therefore, to stay true to her convictions, she will not promote this season of Coke Studio.

"Even though I am just one person I do feel, we have to painfully, at times stick by the sides we have taken," the celebrity maintained. 

While boycotting Coke Studio, she expressed empathy for the people involved in the project. She acknowledged they likely had "no choice" due to prior commitments made months ago.

She furthered on "I know they shall take bashing for asssociating with the brand and even though they have launched the season in the midst of an ongoing genocide."

Natasha Ali reiterated her stance that any form of support for Israel should be unequivocally rejected.

“I can’t believe the brutality that is still ongoing in Gaza. May Allah forgive us all for not being able to stop it. It is our collective failure as a people and taking a stand is the bare minimum we can possibly do,” she concluded.