While Perwani’s lawn billboards had the sultry Sara Loren aka Mona Lizza staring seductively into the camera, Asim’s billboards have replaced model/actor Iman Ali (the previous face of Asim Jofa lawn) with silhouettes. “The fact that you’re asking me what I think says enough,” said Deepak Perwani, another amongst the handful of designers who have joined the lawn bandwagon. At the end, Asim confirmed what we all know already: the campaign was designed to get attention. It is a luxury,” he said, as he explained why a product like lawn is being advertised as a symbol of lavishness. “My lawn is probably the most expensive - more than Sana Safinaz lawn. I eat at fancy restaurants in New York but I also eat here at, say, Mcdonalds,” he added, drawing a distinction between himself and his consumer. “Honestly, being Asim Jofa, I eat at regular restaurants. “This is a woman who knows exactly what she wants,” he said several times during our conversation. Asim says the lady on his billboard is a woman with a distinct attitude. His most recent billboards are a precursor to his upcoming collection for Eid and Ramazan, which will be a tad pricier than his average lawn jora which costs up to Rs6,000. His real name is Mohammad Asim being a certified jewelry designer, the alias ‘Jofa’ comes from the tagline ‘Jewelry of Asim’. With all this animated chatter about his campaign, it is imperative we tell you who the man is. These women like to indulge themselves and are shamelessly honest about it. Like the woman in Asim Jofa’s lawn ads, Manghi is unapologetic. I know a girl who chose to attend a small gathering in Lahore wearing heavily embellished designer lawn just to make a statement.” “People with old money are shoda (ostentatious) too. “For this campaign, we spoke to women who spend s**t loads of money - and believe it or not, they gave us these quotes that you see up on the billboards.” According to Manghi, this mentality of unapologetic showiness is not just a peculiarity of the nouveau riche this woman exists - in hordes large enough to grab the last piece of packaged lawn off the shelf. Surprisingly, as he talked about the ad, Manghi was more excited that his creation has become an internet sensation, than defensive about the flak. “Are you going to rip it to shreds?” asked Muzaffar Manghi, General Manager at Red Communication Arts, the small agency that designed Asim Jofa’s latest lawn billboards. We got the brains behind the campaign to enlighten us about the ads that have been the centre of ridicule on social media forums. If you (like us) were bewildered by the bizarre slogans “Why drive when I’m driven?” and “Why wait when I’m waited upon?” that have mushroomed around the city, then wonder no more. Are you a spoilt woman who is not ashamed to say it? If that description is fitting, then Asim Jofa’s newest billboards are all about you.