Skin-Lightening Cream Ad Criticized

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BBC- Set in true Bollywood song-and dance fashion, the 40 second video shows a young Indian man struggling with the ladies. He is criticized by a fairer skinned, more popular man who suggests he try a skin-lightening cream to appear more attractive. After four weeks of applying the product, the young man returns with a lighter complexion and brimming with confidence. This endears him more to the ladies who take to the 'new' man much better, calling him handsome.

The advertisement features Shahrukh Khan, considered to be the 'Indian Tom Cruise' who endorses the cream. The ad has, so far, only been shown in India although it is available for all to see on YouTube. The product is available in the UK in Asian stores along with similar creams.

CRITICISMS
Some are speaking out against the ad campaign, saying it supports stereotypes of what's attractive and what is not, instead of encouraging acceptance of one's self and embracing diversity. The manufacturers say they are responding to demand but critics insist the use of celebrities to pitch the product only serves to heighten negative perceptions about dark-skinned people and reinforce the concept of 'ideal' beauty being fair-skinned. This also highlights the struggle within Indian society between the darker, lower-caste people and the higher-caste lighter ones.

The ad simply reinforces the idea that you've got to be fair to be anything in life, says Sikh human rights activist Kiran Kaur - It says that if you're fair and good looking, you'll be a wonderful daughter-in-law or husband, your skin colour determines how successful you'll be in life. The ad reinforces age-old prejudices.

Similar ads have been pulled off the air in the past after protests from the public.