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.
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
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."
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 https://t.co/Fd9MNRb1Ye
— CHEEKOO// slurp it like a sambar (@anugayeah) October 23, 2021
Another person wrote, "Progressive, but use bleach and be gori! Dark people are meh!"
Progressive, but use bleach and be gori! Dark people are meh! https://t.co/ZXhzWuvYhS
— Pranav Agarwal (@pranav_agrwl) October 23, 2021
Love is love but first you need to be fair skinned
- fem/dabur https://t.co/ivXg3v8Cuf
— arcy (@johnnyswifee) October 23, 2021
Well done? Its still promoting fairness as a beauty standard. https://t.co/5lDSAwNXJY
— Abijeeth (@footie_addict) October 23, 2021
Skin whitening is progressive? https://t.co/wFm8FacfpF
— Kungfu Pasmanda (@KungfuPasmanda) October 23, 2021
as heartwarming as representation looks, remember corporations only acknowledge our community when they’re trying to sell you something problematic https://t.co/dRf3WY91nI
— alrighty aphrodite (@hileharious) October 23, 2021
No what is the point of queer representation when you're endorsing colorism. You're literally asking people to bleach their skin to get a "golden glow" or whatever that bs is https://t.co/vewfPVvQg9
— idk (@misalpaventhu) October 23, 2021
intersectional colourism https://t.co/TGsv2PRB5Z
— (@phaseszindagi) October 23, 2021
a concoction of patriarchy and colorism in a festival that deals with food as a weapon of guilt & grief https://t.co/eFJ0KGCOts
— Ragi Gupta (@RagiGupta_) October 24, 2021