KARACHI - Promoting whitening creams has always been quite the controversy among today’s youth. The idea of bleaching one’s face to look ‘prettier’ just doesn’t sit well with people… and so it shouldn’t.
Local star Sajal Aly has become the latest celebrity to receive backlash for doing a fairness cream ad.
In said commercial, the Yakeen Ka Safar actor is seen presenting the new product, explaining to the audience that the cream will no longer give customers just a glow. When questioned why, she responded with, “Sirf nikhaar hua purana (Having just a glow is old). Now you’ll get an HD glow.”
The ‘after’ image of Sajal is evidently much lighter than the ‘before’, as the product promises to create a lightning glow ‘from within’. Twitter was quick to slam the Aangan star for her appearance in the TVC.
“Really disappointed in Sajal Aly for choosing to do this ad when colourism is an obvious issue in our society. People with darker skin are given poorer treatment, rejected for marriage, jobs and are considered to be from the lower class,” wrote one user.
Another penned, “Here’s the thing, I love Sajal but what’s wrong is wrong. Colourism is a HUGE issue in South Asia. People are treated like sh*t because of their skin colour. This cream literally tells you that you can only be pretty if you’re fair? Promoting it is WRONG.”
Many more users took to Twitter to express their disappointment for Sajal. “Great so Sajal Aly , who I had great respect for decides to go and represent this cream. When will we learn?”
“I am disappointed in Sajal for doing that ad. Although the ad was for the glow on the skin and not fairness but still, we all know how this product has always promoted fairness as the standard of beauty.”