FOR IMMEDIATE RELEASE
WOW’s petition on Change.org against Fair and Handsome ad garners a one on meet with the top brass of EMAMI
January 18th, 2014, Kolkatta — Women of Worth (WOW) , the Chennai based NGO behind the Dark is Beautiful Campaign, was invited today to a one on one meeting with Mr. Mohan Goenka, Director of Emami Group.
This was in response to a petition drive on Change.org against Fair and Handsome ad which has garnered more than 25000 online signatures from across the length and breadth of the country and even from many countries across the world, notably Pakistan, Middle Eastern countries, a few African nations, USA, Australia, Singapore, Thailand, Malaysia, and UK.
At a closed door meeting in EMAMI’s headquarters in Kolkata with Mr. Goenka, Director, EMAMI and Ms. Mahasweta Sen, GM, Corporate Communications, Ms. Kavitha Emmanuel, Founder Director, Women of Worth, requested EMAMI to consider removing the Fair and Handsome advertisement from television screens, hoardings and magazines. She further challenged Mr. Goenka to lead the change in the current trend in fairness–products marketing and make a difference by addressing the issue of skin colour bias in the nation head on.
In response Mr. Goenka said that the advertisement will continue as they are meeting a need in the society based on their market research. He believes whitening is a global phenomenon and a trend and changing mindsets might be impossible. During the discussion he stressed how preference for fair skin has been there for generations and changing it now did not make sense. When quizzed about the 25,000 petitioners who are saying that the ad is discriminatory he said, ‘in a country with billion people I cannot answer every individual’s petition!’
“If people want to be like Shah Rukh Khan, there is nothing wrong with it. If they want to be fair, it is an aspiration,” he said. Ms. Mahasweta Sen added that ‘if the cream is helping people be more confident, what is wrong with that?’
Talking about the future of this campaign, Ms. Emmanuel added, “We hope that brands and brand ambassadors will listen to the united voices that are calling for new attitudes and new products that appreciate and celebrates the diverse skin tones in a land of 1.2 billion shades of skin. The campaign will continue to address the issue of skin colour bias and tackle unfair advertising practises with the Advertising Standards Council of India and the Ministry of Information and Broadcasting.”
About WOW: Women of Worth (WOW) is a network empowering women to be agents of change. Based in Chennai, WOW trains students in soft skills such as media literacy, gender issues and personality development. WOW initiated the “Dark is Beautiful” campaign in 2009.
Media Contact: Lydia Durairaj , +919940358429
By Kavitha Emmanuel | Founder and Director of WOW
It’s amazing to see how the Dark is Beautiful Campaign has gone viral. The WOW team was taken by storm. We are grateful to all our supporters for standing up with us to address this age-old belief that ‘fair alone is beautiful’.
Yes, it was our initiative BUT it has now become YOUR campaign.We also thank those who have expressed opposing views and have criticized our methodology. You challenged us to think deeper. But the fact is that we are pioneers in this effort and have no precursors we can learn from. We learn from our own mistakes and are willing to take risks.
Our focus for the campaign remains the same: to address the toxic belief that a person’s worth is measured by the colour of their skin. We do not plan to delve into the reasons why this belief exists. We want to look beyond that and seek solutions to change prevalent attitudes against dark skin.
We are concerned about factors that endorse and propagate skin colour bias presently in our environment. However, our goal is not to point fingers but to rather instigate and inspire change. It’s time for a new wave of thinking towards skin colour. It’s time to redefine beauty. Not based on skin colour, but on a person’s innate worth.
We would like everyone to see the image of the Creator in all people irrespective of their gender, skin colour, caste or social standing. It’s time to change what we see on our TV screens. It’s time we change what we teach our children about their skin colour. It’s time to challenge what we traditionally see on our matrimonial columns.
As Miss America, Nina Davuluri said: let’s rise above colours! The time has come for a paradigm shift in our globalized world to embrace cultural, racial and skin colour diversity.
I have watched a commercial for a fairness product on TV that says: Dark is out, fair is in!
But the Dark is Beautiful campaigners would like to say: “The old attitude towards skin colour is OUT; celebrating beauty beyond colouris in.” Colour correction not required anymore!
Kavitha Emmanuel is passionate about campaigning for issues concerning women, children and the underprivileged. She is the proud mother of WOW’s youngest champion, Ritika Emmanuel.
Kavitha finds great fulfilment in helping women realize their dreams and live up to their full potential. She founded Women of Worth (WOW) with a vision to empower, train and motivate women to ‘Be the Best They can Be’. She is always looking for opportunities to create avenues for change that will make the world a better place for women.
By Pamposh Dhar | Dark is Beautiful campaigner
We are bombarded by print ads and TV commercials all day long. So much so that we hardly pay heed to them any more. But when “King Khan” himself shows up on the TV screen in our home, we sit up and take notice. He is India’s most popular star, the heart-throb of millions. In TV interviews, and even in most of his films, he comes across as a down-to-earth, sensitive man. We love him for that.
But now, with the Fair and Handsome commercial he is making some of us very uncomfortable. A few friends find my views objectionable. Mostly this seems to stem from the feeling that SRK is a superstar, someone we adore, and therefore someone we cannot possibly find fault with or give advice to. Our love for SRK inhibits us from criticizing him, but let’s face it – the Fair and Handsome commercial sends a clear message that to be handsome or successful you must be fair.
He is a superstar, true. But we are the people who have made him a superstar and we are the people who keep him at the top. We are the consumers of his films. Of course, we do that because of his considerable talents and the hard work he puts into his films. But we are the ones who decide if we like what we see and hear.
So, when he acts – with his usual elan – in a commercial that enhances a mindset that makes little children feel unloved and young men feel inadequate, then we can tell him that we do not like what he is doing. We can ask him to stop lending his megastar status to keep alive an essentially racist attitude. We can tell him we do not love his doing this, even if we still love him in his films.
We do not want him to waste our love, the fan following that keeps him at the top, on strengthening an attitude that is clearly wrong and does so much damage to the self-esteem of men and women. Worse, it is part of the mindset that makes us cruel to little children, making them feel unloved and insecure. (You can find some heart-rending stories in this blog and on the campaigns Facebook.)
I’d like to invite you to join me and the thousands of people who have already signed a petition asking Fair & Handsome and Shah Rukh Khan to take down this commercial. Let’s tell our hero to practice what he recently preached on his own Facebook page. I quote a post from 22 July: “You were born to be real, not to be perfect. You are here to be you, not to be what someone else wants you to be”…Gurumantra i was taught
Quite right, SRK! We are here to be ourselves, and we are perfect just the way the Maker made us. Please don’t try to improve on His handiwork!
Click here to say YES to responsible advertising
ABOUT THE AUTHOR
Pamposh Dhar is a counsellor, personal development coach, meditation teacher and energy healer based in Singapore. A former journalist, she is also a consultant writer and editor. She has previously worked as a gender specialist and trainer, and gender issues remain close to her heart. Pamposh is a fair Kashmiri in a long-lasting and extremely happy marriage with a dark Tamilian.
A chat with David Livingstone
Sales pitches for fairness products suggest that a man needs to lighten up to get the job, to get the girl, to get more out of life. Twenty-nine year-old David Livingstone says that’s “hideous,” and in this interview with Dark is Beautiful, he offers his own take on what it means to be fair.
DisB: Have you ever tried fairness products?
David: I have never tried them or wanted to try them. I always felt fairness creams make you look unnaturally a shade whiter. I have seen it on other people and have not liked it. They look like they are painted white. I just use cologne and shave cream. That’s it.
DisB: What do you think about ads that promote fairness creams?
David: I find the whole concept of people wanting to be fair and the cosmetic industry promoting that idea quite hideous. Advertisements promoting fair skin always bothered me. I kept asking myself, “Why do they do this? What’s wrong with them?” Thankfully, I never thought that something was wrong with me
DisB: Have you been passed up for opportunities in jobs, marriage/dating (or anything), because of skin colour?
David: I am not aware even if I was.
DisB: Tell us about your childhood; how did you feel about your skin colour growing up?
David: My siblings are coloured lighter than I am. My parents never mentioned anything about my colour or made me feel less than my siblings. In fact, they helped me accept myself the way I am.
In school, we all had nicknames. In my case, being nicknamed because of my colour was part of it. I had other nicknames, too. I just took it in stride. I didn’t let it affect me in any deep way.
Over the years I have learned to accept myself the way God made me— in His image. I have confidence in who I am, just the way I am. I don’t feel the need to change my skin colour.
DisB: You travel a lot for your job. Is there a difference in how people treat you in North India vs. South India?
David: Yes, definitely. In the North, some people try and stay away from you and make you feel different because you are dark. They may call you “Madrasi” if they think you come from Chennai/Tamil Nadu.
But I don’t care. I reach out to them and let them see me for who I am. I am not so bothered by how they treat me, but rather by how they perceive another human being based on their skin colour. I used to think, “They know no better.” I felt sad for them.
DisB: What are your observations about the proportions of fair and dark skin in India?
David: If I walked into a room full of people here in India, definitely the ones who are fair-skinned would catch my attention. But only initially. It is probably because the others are darker and the ones with fair skin stand out. Eventually I’d look beyond that. If I walked into a room filled with fair-skinned people, the ones that are dark would catch my attention. Why make such a big deal about colour?
DisB: Any final comments?
David: Stop worrying about skin colour. Beauty is about character. To me, the word “fair” isn’t about skin tones; it’s about who you are and what you do.
That’s why I think the Fair and Handsome ad is unfair, and I support the petition to take it down. Why demean people who are dark? We need more responsible advertising.
Click here to say NO to unfair advertising and YES to take down the Fair and Handsome advertisement
By The Dark is Beautiful Team.
“Fair and Handsome” and Shah Rukh Khan: We don’t want ZYADA; we’ve had ENOUGH of fairness products and “unfair” advertising. #disbcampaign #darkisbeautiful
In the new “Fair and Handsome” ad, Shah Rukh Khan tosses a tube of fairness cream to a young fan. In the next scene, the boy’s skin grows whiter, his smile brightens and his hopes rise. The message: Fair skin is a prerequisite for success.
Such irresponsible advertising propagates discrimination among men, women – and even children.
Why this colourism? India is a nation made up of people with different shades and colours of skin – from yellow to light brown and darker shades of brown. Why not celebrate every shade?
Actress Nandita Das has observed, “Now the insecurities of men are also surfacing with equal number of fairness products for them. Such pressure and so little public debate around it!”
Now is the time to let “Fair and Handsome” and brand ambassador Shah Rukh Khan know that our country is ready to shed age-old biases and let every person feel comfortable in their own skin.
Join us in challenging Emami to lead the change by introducing products that complement all complexions and that focus on healthy skin and protection against skin cancer.
This petition is the latest initiative of the Dark is Beautifulcampaign. Since 2009, the campaign has been challenging women and girls to see “Beauty Beyond Colour.” Now, with this change.org petition, we are speaking up for men and boys, who are also targets of “unfair” advertising.
Together, let us raise our voices to reflect a nation that celebrates every shade of beautiful and handsome!
It only takes 30 seconds to sign the petition to make Emami and SRK lead the change in ridding the country of it’s skin colour bias. Click on the link to sign: www.change.org/darkisbeautiful
If you don’t agree with the petition or the Dark is Beautiful campaign, we want to hear from you. This is the platform to address your opinions and concerns. Healthy debates are those that enrich our minds and tears down walls. Feel free to leave us a note and check back to make sure we respond.
– The Dark is Beautiful Team