Film and TV star Ayesha Omar’s upcoming show Lazawal Ishq has gone viral across social media — but not for the reasons its producers might have hoped.

Marketed as Pakistan’s first reality show centered on love, the promo triggered heated debate, with some likening it to a desi Love Island and others calling for an outright ban.

Promo ignites controversy

The promo, shared on the show’s official Instagram page, opens with Omar in a striking red gown as she welcomes viewers into a luxurious villa located in Istanbul’s Bosphorus. Clips reveal glimpses of the contestants — largely unfamiliar faces — ready to participate in the show.

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A post shared by Ayesha Omar (@ayesha.m.omar)

But reactions were swift and divisive. One Instagram user mocked the format as “Cupid’s Cash Grab,” while another lashed out: “Have some decency. It’s one thing to sin … and another to publicise it!”

On X (formerly Twitter), some users even demanded that the Pakistan Electronic Media Regulatory Authority (Pemra) ban the show.

Defending the show

Not all feedback was negative. A section of social media users called the outrage hypocritical, noting that the same critics consume foreign dating shows on platforms like Netflix without issue.

However, Omar dismissed the criticism as premature speculation. “A lot of questions will be answered once the show is out,” she told Gulf News.

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A post shared by Ayesha Omar (@ayesha.m.omar)

She clarified that Lazawal Ishq is not inspired by Love Island nor is it simply a dating show. “The format aligns with our culture, principles and values. In our society, eternal love leads to the sacred union of matrimony — and that’s what the show is going to end up in.”

Turkish roots and filming details

Omar revealed that Lazawal Ishq is an official adaptation of a popular Turkish reality show, Aşk Adası, backed by a Turkish production company.

The host began filming in Istanbul about 10 days ago and will remain there for another month. While she was not directly involved in casting, Omar confirmed that Pakistani contestants — both boys and girls — are part of the show.

Pemra’s clarification

On Tuesday, Pemra issued a clarification following public complaints. The authority stressed that it had no jurisdiction over the show, since Lazawal Ishq will stream exclusively on YouTube, not on any licensed TV channel.

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— Report PEMRA (@reportpemra) September 16, 2025

“Pemra rules apply to TV channels licensed by Pemra. This program is not being broadcast on any TV channel licensed by Pemra,” the statement read.

First for Urdu audiences

Furthermore, Omar called the project a "first of its kind for Pakistani and Urdu-speaking viewers worldwide".

She confirmed that the Urdu version would follow a global format where participants compete as couples, ultimately leading to one winning pair. “For its Urdu iteration, they needed an Urdu-speaking host, and I’m really grateful I was selected from many candidates,” she said.

Lazawal Ishq is expected to premiere on YouTube soon, with anticipation — and controversy — only growing.