1. Fair & lovely vs dark is beautiful
It is a case study about fair and dark skin where many
skin care brands like HUL and emamimaking an
advertisement which creating a discrimination in the
society.Nandita das an unofficial brand ambassadorof
dark is beautiful come up with campaignagainst
people basis of skin color.The campaignhad gained
large scale after a quote and picture went viral on
social media .History said ,The roots of india color
consciousness is about fair skinned kshatriyas and
brahmins were superiors to vaisyas and shudras who
work on the field under the sun.This existing
discrimination was exacerbated during Indian
colonization by the british, where the white westerners
ruled over the native Indians lending an air of power
and supremacy to fairer skin. Many people believed
that list of actors and actress who endorsed different
types of skin whitening products played a significant
role in maintaining and perpetuating the desire of
fairness.There are many more advertisement come out
depicting fairness is the key to success,for eg like one
ad such depicted an aspiring model to another an
aspiring flight attendant all instantly transformed into
fairer more confident version of themselves through
use of the cream and achieve their dreams . The
2. founder has decided to bring the issue to light and deal
with structured way. WOW held a series of
competitions on the theme “dark is beautiful” to
launch the campaign.Nanditadas had also spoken
about such discrimination during her career.On the
other hand ASCI issued guidelines stated that the
advertisements should not depict people with dark
complexions.It is not ethically right to judge people on
the basis of skin color and should not be
discriminated.Everyone is perfect in the own
department and they are doing well in their work &
come up with their extreme talent and skills where
whole world know about it .So skin color dosen’t play a
important role in real life as per my point of view it’s
upto you to decide how you want to see yourself and
love yourself & whole world starting loving you.
Ankit Sha
