Many of the 20ft billboards seen online are owned by Global’s out-of-home (OOH) division. The billboards feature Malik, a 29-year-old Muslim man from London, laying on his side with his knees up and hands pointing at the request: “save me from an arranged marriage”.

In a video on his website, Malik says he is seeking someone who is working on her ‘deen’ (a way of life Muslims must adopt to comply with divine law, encompassing beliefs, character, and deeds).

Malik set up the website specifically to reach out to a prospective wife after finding his previous efforts had been unsuccessful. He says: “I just haven't found the right girl yet. It's tough out there. I had to get a billboard to get seen!”

Speaking to the BBC, Malik says: "I'm Pakistani Desi, so the first thing we're told about is the power of the aunties." Unfortunately for him that method "didn't work out".

Malik has advertised and used billboards in Birmingham due to his connections to the city, and love for the food, culture, and mosques.

After ‘awkward’ experiences with dating apps and events, a friend suggested Malik literally advertised himself, which led him to think: “why not, what's the worst that can happen?"

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A post shared by Mal Malik (@findmalikawife)

The billboards will be advertising until January 14th and have already generated hundreds of responses and messages.

Despite the advertisement referring to arranged marriage, Malik is not against the concept as he says: “I think arranged marriages have a place and tradition in many Islamic cultures. In fact, there are many studies that show that arranged marriages have many advantages. I just want to try and find someone on my own first.”

Malik’s stunt went ahead after the approval of his family, and his since led to coverage with the likes of the BBC, CNN, and the Huffington Post. 

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