Fairness cream ads have been an issue in the Bollywood industry for a very long time. It seems no one wants to endorse a fairness cream ad as they all think they are fair enough. Lol. Jokes apart, this issue was seriously on trend for a very long time and has surfaced again when actor Sushant Singh Rajput refused to endorse a fairness cream brand. The ad was worth 15 crores. The endorsement supposedly required Sushant Singh to feature in six advertisements during a time span of three years but, it seems like Sushant has turned it down., He says that he needs to consider sincerely as which products and brands he endorses as there are multiple people who look to him as an idol.
He is extremely reluctant towards the idea and said “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.” He refused to it last year; he has stood to his word this year as well. It seems like there are some Bollywood personalities who will just not compromise.
Although as a social issue the topic is still open for discussion as to why “Fairness” should be such an ad perspective to sell and why use actors and good faces to sell it. It’s not bad to want to be fair and it isn’t good to question your personality on the basis of fairness. Which of it is actually true or is this pure marketing and does not concern the social lives of people at all? There is a product, people need that product someone is endorsing the product. Shouldn’t it end there?
Last year Abhay Deol had shared photos of various fairness cream ads 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 moisturizer’. It just means its ‘FAIR’ to all who use it.” His post was in response “to a comment made by a politician on TV” – Abhay was referring to former BJP parliamentarian Tarun Vijay’s comment that how India is not racist because we share the land with ‘dark South Indians’. Later, Priyanka Chopra and Nawazuddin Siddiqui also joined the Anti-Fairness Products campaign.
It is amazing how we have finally started to see things as black and white but it is commendable that Sushant Singh has made such a choice, Bravo!!