_899.jpg)
In an interview with BBC Urdu, Mahira Khan shared her views on the color complex that's prevalent in Pakistan, adding that she wouldn't endorse a fairness commercial.
Khan noted aptly, "I don't judge people who use or endorse fairness creams but it is dangerous when this whole concept gives you a complex. Which, I know for a fact, it does when women talk in our society, they ask 'gori hay?' What sort of a question is that?"
While the obsession with fair skin has existed for a long time in South Asia, the issue has recently attracted more attention.
A handful of Indian celebrities have addressed this topic, rejecting the idolatry of white skin and embracing brown skin colour with pride.
Actress Nandita Das launched the Dark Is Beautiful campaign, which challenges the belief that success and beauty are tied to skin colour.
Nandita Das
Photo Credit: www.r8lst.com
When Elle magazine digitally lightened Aishwarya Rai's complexion in a photoshoot, she was said to be furious about the racist message.
Aishwarya Rai
Photo Credit: www.chiconadime.wordpress.com
Freida Pinto, in an interview, remarked on how Bollywood was also driven by the fairness craze. She explained, "The amount of pancake cream on your face is ridiculous. I don't think it is required, by the way. If a cream can give you confidence then you really have to check your whole confidence department in the first place."
Freida Pinto
Photo Credit: www.masswallpapers.com
Last year, actress Anushka Sharma stated, "I would not endorse products that propagate racist and sexist (beliefs)… and propagate social taboo. I don't want to endorse products that propagate fair skin and all. I will not propagate anything that says this is right or wrong."
Anushka Sharma
Photo Credit: www.wikipedia.org
Following suit, the Ho Mann Jahan actress reflected on celebrities' responsibility towards socially significant topics like these and the need to set a good example. Khan said, "We have a very powerful entertainment industry. We are the media. We are watched everyday in every household. If we don't break this concept, we will drive it in more."
Actress Mahira Khan
Photo Credit: www.pinterest.com
Kudos to all the celebrities lending their voices to an important social message!
Main Image Photo Credit: www.anninvitation.com
Sonia Malik
Author
Sonia writes on current affairs and pop culture. An English graduate from the University of Toronto, she identifies as a global citizen, feminist and nature lover. She will be ready to shake a leg to a peppy Bollywood beat any day.
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