I’m guessing everyone has read about Aishwarya Rai’s ad for Kalyan Jewellers and the huge controversy it stirred up. If you haven’t , let me link an article about it here.
Basically, the ad was criticized for being racist. But I
find it kind of funny that people woken up to find racism only in this ad.
After all, you don’t have to look beyond the aisles of your local grocery store
to see examples of racism. Who hasn’t
seen pots of Fair and Lovely (or perhaps Fair and Handsome) lining the shelves,
constant advertising on television for products that will “make your skin
whiter/lighter in just 7 days!” These advertisements suggest that somehow you
are not completely acceptable if you don’t have white skin.
I was horrified the
other day to see a jar of Fair and Lovely in a friend’s drawer. This friend, by
the way, comes from a highly educated background.
“Why on earth do you have Fair and Lovely with you?” I asked
perplexedly.
She looked slightly embarrassed. “Um, nothing, I just have
it, I don’t really use it”, she replied. I left the matter at that.
But then another time I heard her tell someone about her ‘kala
kala face’ and how she hated it. These are the very people who try to be
modern.
I've seen plenty of people of this kind – one the one hand
going around showing off their fancy gadgets and complaining about how pathetic
India is, but at the same time, their thinking has failed to evolve at all. The
truth is, this obsession with fair skin has almost become a part of our DNA.
Everyone cares. The smartly dressed people you pass by at the mall that walk
and talk as though they own the world. The pseudo-hippies, reading obscure
Russian authors and talking about peace and karma. The sweet looking aunty who
offers you mithai every time you go to her house.
It’s just sad. Very sad. I really, honestly wish it wasn't this way. But it has seeped into all levels of our life. Watch any ad on TV.
You’ll see the poor/evil/illiterate/any other ‘negative’ quality possessing individual
is dark skinned and the heroine/hero/smart/rich/educated/any ‘positive’ quality
possessing individual is light skinned.
I’m definitely not perfect, but I’d like to think that I don’t
think this way. Let me just wind up by saying, if you’re one of those people
who feels that you need to have fair skin, DON’T. You absolutely don’t. Ignore
the people who tell you it matters. It’s your friggin’ skin. You were born this
way. If people have a problem with it, they’re the ones who need a reality
check. Don’t be afraid to tell off people who give you BS. Life is too short to bother about
haters.
XXXXXX
Photo Credit: "http://www.flickr.com/photos/18161271@N00/5247652315"