#IndiasGotColour: A Powerful Video On Skin Tone Bias, Celebrates The Shades Of Desi Skin

You only have to switch on the television to get a sense of how deep-rooted colourism is in India. Advertisements regularly peddle skincare and makeup products that can make you ‘fair’, and thereby successful in all aspects of life! Desi parents stop children from being in the sun too long, not because of the harmful UV rays but because they might get tanned!

To put an end to this fairness obsession, actor and director Nandita Das started the “Dark is Beautiful” campaign through her NGO “Woman of Worth” 10 years ago. After a decade, on its anniversary, she’s released a music video named “India’s got Colour”.

Sung by rappers MC Josh, Huma Sayyed and Amogh Baini, the 2-minute clip features music by Ankur Tewari. It tackles the issue of skin colour discrimination by showcasing the different forms it takes – like brightening a model’s skin tone using Photoshop and the preference for fair brides.

It urges everyone to rise above such bias and celebrate the different shades of desi skin. Check it out.

The video has been co-produced by Mahesh Mathai and includes a star-studded cast of talented actors like Radhika Apte, Ratna Pathak Shah, Suchitra Pillai, Swara Bhaskar, Shweta Tripathi, Sayani Gupta, Divya Dutta, Patralekha, Ali Fazal and Vikrant Massey.

People are applauding the campaign and spreading the message of embracing diversity in all its forms –  religious beliefs, political beliefs, cuisines, festivals and most importantly skin colour!

https://twitter.com/ItsAvneet11/status/1176857268974809088

Brands, are you listening? Stop marketing skin whitening products and start working towards eliminating the skin colour bias in India.

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