Actor Abhay Deol recently slammed big Bollywood stars such as Shah Rukh Khan, Deepika Padukone and Vidya Balan for being irresponsible citizens who don’t even think twice before endorsing fairness cream in a country where already a large section of society is obsessed with fair skin.
Moreover, these advertisements portray that lighter skin is directly proportionate to success. Celebrities have brazenly endorsed fairness products and still call themselves non-racist.
However, not all celebrities are irresponsible. From Kangana Ranaut to Ranbir Kapoor and Randeep Hooda, these celebrities have refrained from endorsing fairness products.
It has been reported that Kangana Ranaut was offered a Rs 2 crore deal for endorsing a fairness cream, which she turned down. "Ever since I was a kid, I have never understood the concept of fairness. Especially, in such a case, as a celebrity, what kind of an example would I be setting for younger people? I have no regrets about turning this offer down. As a public figure, I have responsibilities," she told in an interview.
Ranbir Kapoor, too, has reportedly refused fairness cream endorsement.
Actor Randeep Hooda told a daily, "It's a colonial hangover to be fair. India, as a country, has an obsession with fairness, whereas the entire world is lying under the sun and getting a tan. I think men should be tall, dark and handsome and not tall, fair and handsome."
Actor Swara Bhaskar also rejected the idea of endorsing fairness products.
Actor Nandita Das endorses a campaign against the obsession for fairness, titled Dark Is Beautiful.
In her blog, she wrote, "When Fair is Lovely', she writes, "I am shocked to see the rise in the number of fairness creams, dark actresses looking paler and paler with every film and magazines, hoardings, films and advertisements showing only fair women."
Bigg Boss 8 contestant Upen Patel, too, has refused to endorse a fairness cream. Upen said in an interview, "This fair skin obsession has to be discouraged. It's so regressive to put a value, negative or positive, to skin colour. Things like these are actually seeds of racism and they only promote low self-esteem. I believe in loving yourself just the way you are; dark, dusky or wheatish - you're perfect."