The discourse about racial discrimination occurring now worldwide has led to another very important debate in Pakistan – celebrities endorsing skin whitening products.
Although it’s evident that a large part of our regional stars are unaware of how a straightforward brand endorsement plays a fundamental role in fueling racism, there are a few people who have staunchly rejected all such advertising offers since the beginning of their career.
Mahira Khan, who hasn’t endorsed a fairness cream product till date, lately came forth showing that she had consciously been turning down the offers because she was a VJ.
In a tweet, Mahira wrote, “Been refusing ever since I was a VJ till now. Never endorsed a skin lightening product.”
Echoing Mahira’s ideas, singer Momina Mustehsan, also revealed how she’s never entertained any such offers that have come her way, and urged people to act responsibly to cause a shift in the market.
“Same here. Always turned down all fairness product endorsements. The amount of melanin in your skin has nothing to do with how beautiful you are. If we ALL responsibly refuse whitening endorsements, it might cause a shift in the market. We have the power to change the narrative,” she added.
Earlier, Zara Noor Abbas faced backlash for giving her two cents on the George Floyd case and the all-pervasive systemic racism prevalent across the world.
She had been called out for her hypocrisy over supporting the Black Lives Matter movement, while endorsing a skin lightening product in precisely the exact same time, thus insinuating a general idea that fairness is attractive.
Zara had said, “That does not promote killing. Does not promote racism. Stop making this out of context when it is not the agenda. Your word doesn’t matter here. What matters is human life and equality and this is what I am here for. A face wash is killing No one.”