Representation matters, especially when it comes to the LGBTQ+ community. It is when films, advertisements, magazines, etc. show people from the said community and treat them normally as the rest of us, that our society will slowly move on from the stigma that is attached to them.
Such an attempt was made by Dabur, who in their new advertisement for Fem showed a same-sex couple celebrating Karva Chauth instead of a man and woman. Have a look:
Well done, Fem/Dabur!
A nice film for a traditional, often-criticized festival by an otherwise conservative brand. pic.twitter.com/gHBTca6jP8
— Abhishek Baxi (@baxiabhishek) October 22, 2021
However, the advertisement left several people online divided. On one hand, many lauded how finally, brands are representing LGBTQ+ people in their ads.
Heart whelming ad😍 Don't know about the product or the traditional festival. But #loveislove ♥️ https://t.co/08vuqBIBcA
— surendar(சுரேந்தர்) (@surayviru73) October 23, 2021
Amazing! Glad that I came back on Twitter! @DaburIndia more power to you ! Glow with #pride
celebrate the love ❤️ https://t.co/uSBzbBVLEG— The NOMAD Doctor (@Medical_Nomad_) October 23, 2021
This an amazing 🏳️🌈 https://t.co/6m7jMZTaAn
— RV (@Dominus_vaibhav) October 23, 2021
Love is Love 🏳️🌈
A really bold ad film by Fem! @DaburIndia https://t.co/PgUqUPYKTB
— Nilanjan Das (@NilanjanDas_) October 23, 2021
On the other hand, many highlighted how even though the advertisement is ‘progressive’ in a way, it takes us 2 steps back as it continues to glorify skin-lightening and feeds society’s obsession with fair skin.
Mixed feelings about this one – accepting non traditional relationships is good, but then promoting a misogynistic tradition and also spreading the “fair is beautiful” trope.
— The Shah of Blah 🌈 (@mrgnk) October 23, 2021
Can we please not give kudos to an ad literally telling you that fairness is so crucial that you should literally BLEACH your skin?? And perpetuate regressive af traditions while at it? Just putting a queer packaging on the same old shit doesn’t make it any better
— Edgar Allan Poeha (@vaniIlaessence) October 23, 2021
Well, the only thing I didn’t like was that eagerness to get the glow…
— Reshma🦷💉 (@Chai_Coffee_etc) October 22, 2021
the “tradition” is criticized with good reason. adding a queer angle to it doesn’t change that. and also, perpetuating the regressive desire to “glow” (euphimism for “fair”) 🤮
— Kannan (he/him) (@BlueJay102) October 22, 2021
So basically they are saying be racist on skin colour but not homophobic pic.twitter.com/pNOvzBAXeo
— Sidharth🇮🇳 (@LfcSidharth) October 23, 2021
It is an ad for bleach. They are selling skin whitening/lightening product. Nothing about it is progressive or good. The optics doesn’t make this product any less toxic and racist.
— Amena (@Fashionopolis) October 23, 2021
Progressive or not? What are your views about this ad? Tell us!