Our obsession with fairness goes beyond desiring a brighter visage or a whiter vagina. Can a social media campaign change this 'colour' bias? A not-so-new Shah Rukh Khan advertisement for Emami Fair and Handsome fairness cream for men is making ripples throughout social media. Not in terms of sales, though. A fledgling community on Facebook called “Dark is Beautiful” is petitioning on change.org to have the advert removed. The community claims the advertisement is discriminatory and racist, that Shah Rukh Khan (or SRK as he is better known) should not use his star appeal to endorse colour bias. The Dark is Beautiful campaign also has actor/activist Nandita Das as the face of several messages that state: “Stay Unfair, Stay Beautiful'. The message has slowly been picked up by various media. Ms Das has been interviewed as condemning this fixation with fairness that has permeated across India. She said, “...in the course of my social work, I once visited a remote ...
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