British-Pakistani actor Riz Ahmed’s new Prime Video comedy series Bait has sparked an unexpected debate – not about the show itself, but about language, identity and who gets to reclaim a slur.
In a recent interview promoting the series, Ahmed and co-star Guz Khan discussed the use of the term ‘Paki’ within South Asian communities, drawing a mixed response from audiences who have long championed Pakistani representation on screen.
The comedy series premiered on March 25 on Prime Video. It follows Shah Latif, an actor navigating the high-stakes and humiliating cycle of auditions and fleeting fame. The series explores themes of ambition, identity and vulnerability of confronting oneself, while portraying the difficult and messy realities of trying to succeed in the industry.
In an interview with Haroon Rashid of BBC Asian Network, Ahmed and Khan discussed the use of the term as a derogatory slur within the series.
Reflecting on its usage in the UK, Khan said, “For us, putting it as part of our vernacular, is something we’ve done for decades and decades”. He added, “I myself sometimes do use that term within our community as a term of endearment”.
Khan emphasised that context is crucial, particularly whether the person using the term is South Asian, and more specifically, Pakistani. “I was pressing quite a well-known YouTuber not long ago who, just in the guise of “bants”, was using that word,” he shared. “But he’s not Pakistani. And he’s not South Asian,” Ahmed responded.
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Khan also pointed out the increasing use of the term with negative connotations on X, noting that this trend has become more prominent over the past five to six years.
Ahmed further explained, “This thing is ours. This is something we can do internally. But it is not permitted outside and there is a strange kind of bonding and reclamation around that.” He concluded by suggesting the need for introspection, questioning whether such usage might perpetuate internalised self-hatred.
Khan added, “If the youngsters want to use that word in an endearing way because it empowers them, I’m not going to make judgments of them.”
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However, the actors’ remarks have received a mixed response from an audience who has previously been enthusiastic about increased Pakistani representation on screen.
Many expressed discomfort with what they perceived as the normalisation of a historically offensive term.
One user argued that the frequent use of the word remains deeply offensive and while it may be referenced in historical or educational context, attempts to reclaim it reflect a form of privilege, even within South Asian communities.
Another user noted that normalising the term does little to address the underlying issue, adding that Ahmed, as a prominent figure in the industry, risks reinforcing harmful narratives.
Others drew comparisons to the use of the N-word, arguing that it is unacceptable for any group or person to draw attention to derogatory terms and make them “ok” to use.
Ultimately, the debate surrounding the new series highlights a broader conversation about language, identity, and ownership within marginalised communities.