De-brownification
In tribute to former African-American Michael Jackson, Shah Rukh Khan endorses a skin bleaching product (thanks, Sapna). It’s a sneaky bit of reverse psychology, accusing guys of unmanliness not for using a beauty product, but for using their sister’s.
Nilanjana Roy has a modest proposal:
India had a slight technical edge over the Far East and Africa as markets, because most of the fairness creams here no longer use mercurous chloride as an active ingredient. Mercurous chloride contributes to long-term mercury poisoning… Indian fairness creams use either common bleaching agents or a blend of ayurvedic herbs: some creams are melanin-blockers that prevent skin-tanning, some are temporary but effective bleaching agents, some use a modernised version of old-wives’ remedies…
Have all prospective job-seekers evaluated, not by qualifications, but by shade card. Put in controls in the marriage market that would ban alliances between two parties who are not within at least three degrees of fairness of each other. Have “Shade Grades” in schools, so that pale-skinned kids don’t have to sit next to darker children. If you’re going to whitewash India, make it a thorough job. [Link]
The Fair and Ugly line may be nothing more than sunscreen, which perversely is much safer than bleaching agents:
The real piss of it though is that there is no readily available proof that Fair and Lovely actually works. Most dermatologists will tell you that making your skin lighter than its natural tone is impossible without the help of harsh chemicals like mercury and hydroquinone. Those same experts agree that Fair and Lovely — which does not contain harsh chemicals — acts as no more than a sun block. [Link]
Here are other ads in the Fair and Handsome campaign:
on Tuesday, September 25th, 2007, 7:53 am in Ads, Health, Issues, Video clips › 
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Shah Rukh Khan is wearing a lot of makeup in this add. He himself is a yummy brown. His wife and children look to be brown. He is true to his words atleast - he said he would sell anything for the right price (except condoms because he finds that embarassing). Kudos to people like Katrina Kaif who refuse to endorse these kinds of products.
I guess all that remains for me to say is
Hum kaale hain to kya hua Dilwaale hain.
What a clown. I don’t care, dark South India is now ascendant
yikes! i’ve lost respect for SRK now.
But they are just as enamored of the fair complexion.
Utrabrown - you should be ashamed and should rename your blog to ultrafair. Maybe then Shah Ruk Khan will endorse you too :)
I agree with oooo, I’ve just lost my respect for SRK. but then everyone has a price.
I thought that the lux flower power ad took care of all that..
Hahahahaha. This is awesome! I wonder if you can get cancer or something from that stuff.