The idea of ‘fair is lovely’ has been deep-rooted in society’s mindset and a big part of that problem stems from popular Bollywood actors reinforcing the belief by way of endorsement. Everyone from Shah Rukh Khan to Priyanka Chopra and one point have starred in these questionable adverts selling the idea that fair skin is ‘life-changing’.
Advertisements starring Bollywood actors who promote this idea does little to bring about any positive change. In the light of this reports suggesting that Sushant Singh Rajput has refused a fairness product commercial deal worth Rs 15 crore, is welcome news indeed.
According to a report, the Raabta actor turned down the lucrative offer because he doesn’t believe in endorsing ‘the idea’. On signing the deal, Rajput would have been required to shoot for three years for six advertisements. The advertisements would show him as the underdog who has achieved a lot (probably after using the product to become fair. LOL).
Speaking about his decision, Sushant Singh Rajput told a daily,
As responsible actors, it is our duty to not indulge in sending out incorrect messages. We should not, in any way, endorse or promote the ideology of preferring one skin tone over another.”
Also read: Stars endorsing fairness creams is shamelessness: Nawazuddin Siddiqui speaks up once again
This is not the first time any actor has refused an endorsement promoting fairness. Since moving to the west to pursue a career, Priyanka Chopra said in an interview that she regretted endorsing fairness creams during the early stages of the career.
Kangana Ranaut, who has been pretty vocal against the ‘fair and lovely’ mindset once said :
It’s very sad and I find it extremely humiliating because we’re a country of beautiful people. Women should not be subjected to this discrimination. They’re just stripped off their confidence and self-worth by such creams. I oppose it and I’m very ashamed that many celebs support it and endorse it.”
Last year, Abhay Deol launched an attack against the celebs endorsing fairness creams, saying it was high time celebs took responsibility for their actions. He had shared images of creams endorsed by Shahid Kapoor, John Abraham, Shah Rukh Khan, Deepika Padukone and Sonam Kapoor and said,
Even if the writing on the tube reads ‘Intensive fairness moisturiser’. It just means it’s ‘FAIR’ to all who use it.”
Also read: Why attack just fairness cream endorsements, Bollywood is a fan of ‘white-washing’, too
With more and more actors refusing such endorsements, maybe we can take effective steps towards uprooting the obsession with fair skin.
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