What's the point of this pride when you're endorsing colourism & patriarchal traditions: Netizens react to ad featuring same-sex couple celebrating Karwa Chauth

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Several married women across India are celebrating Karwa Chauth today. On this occasion, a renowned brand released a festival-specific commercial promoting one of their products. The commercial endorsed a fairness bleach. Hours after the commercial released, a debate among netizens sparked off. The ad features a same-sex couple celebrating Karwa Chauth. 

In the advertisement, two women are shown getting ready to celebrate their first Karwa Chauth. As one woman applies the bleach on the other's face, they reveal their reason behind observing fast on the festival. Another woman enters the picture and gives each one a saree to wear. Later, it is revealed that they are each other's partners. 

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Though the commercial tried to promote inclusivity, a section of people slammed it for promoting colourism and patriarchy. Some appreciated the makers for their bold move whereas some lashed out for mocking Hindu rituals and festivals. 

One user said, "whats the point of this pride when you're endorsing colorism AND PATRIARCHAL TRADITIONS?? KUCH BHI KAROGE MATLAB THIS IS NOT THE QUEER REPRESENTATION WE ASKED FOR WE DONT NEED REPACKAGED PATRIARCHY, COLORISM, AND OTHER PROBLEMATIC IDEALS."

Another person wrote, "Progressive, but use bleach and be gori! Dark people are meh!"

(Source: Twitter)

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