I am talking about skin colour here. If you are even one shade less than a white-washed tone, you better start using the fairness products else god forbid you may lose the job interview, remain a spinster all your life, suffer nasty remarks from the road side pani-puri Walla and such other dreadful consequences.
Seriously, what are the Ad companies thinking when they show ads where a person using a fairness cream has an interview panel groveling before him to accept the job or a lady who is already ready to give the sun tough competition is depressed about her skin not glowing enough? A fair-skin can get you your dream job, win beauty pageants, the man of your dreams, and in short have the heavens and lady luck licking your feet. Never mind education and knowledge. That is for the less fortunate ones. The colour of the skin rather than person’s inherent qualities like confidence, talent or even education determines his or her destiny. I am surprised that no one has thought of suing these in-your-face-liars.
However there is a far more serious issue here. And I am not even talking about the validity of their claims when they insist they a person with a dusky-complexion can become a white-skinned foreigner within a week or even life-time use of their products. The inherent desire of the Indian or Asian skin-coloured that desperately wants to become fairer at whatever cost is the underlying factor that is being exploited to deaths by advertising firms. In the wake of this reality, can we really blame them? Fairness of the skin is associated with beauty, intelligence, competence and all the goodness that heavens have to bestow. We may have made inroads into science and technology, have the best international schools, colleges and B-schools churn out bright alumni year after year, yet we are unable to wipe out this deep-rooted regressive belief and instil pragmatic thinking and self-confidence that is not dependant of racial background.
A dusky girl is considered far more unlucky than her male counterpart for the obvious concern about who will marry this poor dark girl? Although the evolution of metro-sexual male has given rise to fairness cream for men, men by and large get away from being typecast in skin-colour moulds. After men need to be tall, dark and handsome but women need to be tall, fair, slim, beautiful and what-not. Women-centric serials start with the concept of having dusky protagonists defying the trend but a few episodes down the line they strangely turn a few shades fairer. Hot model Bipasha though known as the dusky siren is ironically never portrayed on-screen in her true skin-tone.
While we Asians spend our time trying to lighten our genetics, our western counterparts spend hours in sunlight to get a darker skin tone. Talk about the grass being greener on the other side! Here’s a satirical anecdote I read recently in the magazine section of a leading newspaper. I do not remember the name of the author, unfortunately. An Indian mother prays to God about getting a fair bride for her son. God more than answers her prayer when her son comes home with a foreigner much to her dismay. Maybe she did not want such a “fair” bride after all. About time to start wishing for more meaningful things in life.
Seriously, what are the Ad companies thinking when they show ads where a person using a fairness cream has an interview panel groveling before him to accept the job or a lady who is already ready to give the sun tough competition is depressed about her skin not glowing enough? A fair-skin can get you your dream job, win beauty pageants, the man of your dreams, and in short have the heavens and lady luck licking your feet. Never mind education and knowledge. That is for the less fortunate ones. The colour of the skin rather than person’s inherent qualities like confidence, talent or even education determines his or her destiny. I am surprised that no one has thought of suing these in-your-face-liars.
However there is a far more serious issue here. And I am not even talking about the validity of their claims when they insist they a person with a dusky-complexion can become a white-skinned foreigner within a week or even life-time use of their products. The inherent desire of the Indian or Asian skin-coloured that desperately wants to become fairer at whatever cost is the underlying factor that is being exploited to deaths by advertising firms. In the wake of this reality, can we really blame them? Fairness of the skin is associated with beauty, intelligence, competence and all the goodness that heavens have to bestow. We may have made inroads into science and technology, have the best international schools, colleges and B-schools churn out bright alumni year after year, yet we are unable to wipe out this deep-rooted regressive belief and instil pragmatic thinking and self-confidence that is not dependant of racial background.
A dusky girl is considered far more unlucky than her male counterpart for the obvious concern about who will marry this poor dark girl? Although the evolution of metro-sexual male has given rise to fairness cream for men, men by and large get away from being typecast in skin-colour moulds. After men need to be tall, dark and handsome but women need to be tall, fair, slim, beautiful and what-not. Women-centric serials start with the concept of having dusky protagonists defying the trend but a few episodes down the line they strangely turn a few shades fairer. Hot model Bipasha though known as the dusky siren is ironically never portrayed on-screen in her true skin-tone.
While we Asians spend our time trying to lighten our genetics, our western counterparts spend hours in sunlight to get a darker skin tone. Talk about the grass being greener on the other side! Here’s a satirical anecdote I read recently in the magazine section of a leading newspaper. I do not remember the name of the author, unfortunately. An Indian mother prays to God about getting a fair bride for her son. God more than answers her prayer when her son comes home with a foreigner much to her dismay. Maybe she did not want such a “fair” bride after all. About time to start wishing for more meaningful things in life.
