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SRK getting criticised for his ad |
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Wednesday, 26 September 2007 |
 Bollywood king Shah Rukh Khan is being criticised for promoting the skin-lightening cream for men Fair and Handsome, which is now on the shelves of British shops. The 40-second advertisement which promotes the above company goes like this. There's a bit dark skin guy who is darker than his friends and the girl he is after, as he is dark he has no luck with the girls. All of a sudden Shah Rukh Khan pops into the scene and gives the cream to the guy and within a few days the young man turns much lighter-skinned as a result he starts to get the attention of girls who are shown as chanting "Hi handsome, hi handsome". Then Shah Rukh comes back into the scene with the face cream, Fair and Handsome.
Eventhough these kind of ads are not uncommon in India, many people think it would affect the nature of beauty and would play a major role in the politics of race. Though the advert has not been shown in the Uk yet, it has made its way to British through Youtube. Kiran Kaur, a Sikh human rights activist in west Londaon says "The ad simply reinforces the idea that you've to be fair to be anything in life. It says if you are fair and good looking, you can make a wonderful husband or daughter-in-law. Your skin color determines how successful you will be in life. The ad reinforces age-old prejuides," she adds.
The skin-lightening industry has a big market in India at around 100 million pounds. The Fair and Handsome range is from one of the market's big playes.
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