I hardly watch television programs so whenever I get the chance I try to make it as productive as possible. Few finance channels followed by channels related to movies, music and discovery, NGC etc. However, sometimes more than the programs I like watching advertisements for the heck of it. That gives us a better idea of what actually is working with people and where all the corporate are trying to hit the mark. Few themes have kept bombarding us over the years. And yes, they are disturbing.
Let’s talk about these ‘Fairness creams’. I can’t really recall since how long these fairness ads are into existence. Starting from fair & lovely to ponds and several others, these ads always emphasize upon the ‘urgent need’ of getting fair and regaining our self-esteem. Really? Why, we Indians are so obsessed with the fair complexion? Personally I never had such experience but I remember finding parents of my mates telling them ‘Gora/gori ho jaa warna koi tujhe poochega bhi nahi’, ‘kaale logo ki shaadi nahi hoti’, ‘usko dekh kitna fair hai aur ek tu hai’ etc etc. For people with not so fair complexion, this is almost like getting assaulted for what they are. They did not choose their colors. But on one hand, the parents, peers, family members keep reminding you of this so called ‘curse’ and on the other hand these dastardly TV ads try their best to subjugate one’s self-esteem! Have you ever noticed the basic plank of fairness ads?
Girl uses the cream and all of a sudden she finds love of her life, gets promoted and becomes the most affectionate object of every person surrounding her existence! Well, does it really happen in life? The most ironical aspect is few of my female friends with dusky complexion do have this fascination with white skin.
“Oh, God, How fair she is! Look at her complexion! White skin, pink cheeks and red luscious lips! I wish I had those features!”
Those are some normal expressions I have heard from few girls! It makes me feel sick. I try to discuss it but I get a perennial response, you won’t know it buddy because you are fair! Ok, I agree but then I can’t really blame them for this ‘inferiority complex’! It was instigated and propagated by their family, friends and society in general. Whatever little was left; TV ads came to the party and are leaving indelible scars on innocent girls’ minds. Somewhere behind this phenomenon, our attitude towards western things also shows up. Whatever the west has, that must be good.
Why can’t we simply accept our true colors? Why this fixation with fairness? We Indians are supposed to have wheatish complexion. Fact is as simple as that. If most of the north Indians have fair complexion then blame it on amalgamation of different civilizations, rule of foreign nationals, climate and initiation of hybrid breed. We Indians have unique complexion that is not only attractive but different as well. We can very well resemble to people of Latin American countries and tell you what, Latin Americans look damn appealing.
The worst part is even guys have started to appear desperate for white skin. The concept of metro-sexual and uber-sexual men has further added to this disturbing trend. The fairness cream ad by Shahrukh Khan with chants of ‘Hi Handsome, Hi Handsome’ looks so sick. One of my roomies was applying Fair & Lovely for last several years under the illusion that it will make him more desirable among girls. He used to put on this cream and stand in front of the mirror and look at his face with such pathetic expressions that it became very hard for me to suppress my derogatory smile! Unfortunately, girls never even noticed his so called brighter face!
What is more disappointing is finding guys and girls with notion of inferiority complex just because of this complexion issues. Ok, I agree, you never got the desired support from your family or your parents kept comparing you with sh***y looking but fair girl next door but now when you are educated enough with tons of experience and knowledge at your disposal then why the hell do you even care about this crappy issue. Trust me; a dusky complexion will always score a point or two over fair skin in terms of raw appeal. A Salma Hayek will always be more desirable than a Kate Winslet. In Indian context, who can beat the simple and earthy appeal of Nandita Das, Deepti Naval, Smita Patil or Zeenat Amaan? Think yourself and please feel proud of your complexion!
:- Image courtesy idiva.com