Fairness still in demand among India’s “midnight’s children” (older generation)
The obsession of Indians for white beauty and their craving for fair skin, shows how important it is for a girl to be white, in order to marry a so called “decent” boy! The boy may have been bestowed with ebony complexion, but screams loud in all the advertisements he puts for a prospective wife. And how wicked can commercials be when they portray fair skin as the key to success.
The Indian brown complexion is the most elegant symbol of beauty around the world and these morons of cosmetic companies and the iniquitous, uneducated, uncreative ad agencies are promoting fairness in a society where majority of people have a wheatish or dark complexion. The so called perception of white skin is rooted in Indian psyche from the British period and still it has its influence among the elder generation about “beauty”.
One commercial shows a sad father who wished to have a son and not a dusky daughter, whose complexion, he believed, diminished her prospects of attracting a good husband, and a well-paid job. She uses fairness cream to become an eligible beauty. Another ad shows a dark girl using the same cosmetic and thereby landing a job as an air hostess.
The photoshop images of bollywood actresses/ celebrities continuously influence the perception and acceptance level of skin tone among Indians which will change slowly along with the eradication of castes and classes in the society.
“Fair & Lovely” ads of “Fairness” cream can be seen in youtube: http://www.youtube.com/watch?v=F-9tcXpW1DE
By Ragini Sinha, Trendspotter, Delhi