Sajal Aly slammed for promoting ‘Gora complex’
While many commercial brands are upgrading their advertising strategies to avoid sexist and market their product with gender justice, local star Sajal Aly is facing immense backlash for doing a promotional ad for a whitening cream.
In a recent commercial, the actress was seen promoting 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’.
Twitterati immediately threw its finest arguments at the actress for imposing that women should not feel confident and beautiful in their skin in the race of colorism.
“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 wrote: “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.”
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?”
Sajal is yet to respond to the backlash.
Really disappointed in Sajal Aly for choosing to do a Fair and Lovely ad when colorism is an obvious issue in our society.
People with darker skin are given poorer treatment, rejected for marriage, jobs, considered lower-class, etc.
— 🔅 (@pkpopculture) April 6, 2019
I am disappointed in sajal for doing that fair and lovely ad,although the ad was for the glow on the skin not fairness but still we all know how fair and lovely has always promoted fairness as the standard of beauty.This is the second time my fav has disappointed me by promoting
— lalalalala… (@livenlaugh247) April 6, 2019
heres the thing, i love sajal but what’s wrong is wrong. Colourism is a HUGE issue in south asia people are treated like shit because of their skin colour. Fair and lovely literally tells you that you can only be pretty if you’re fair? Promoting it is WRONG
— hiba | cies (@zayndeprived) April 5, 2019