Watch: This Video Calling out Fairness Products in India Has Taken the Internet by Storm

Fair & Lovely needs to go away.

Ram Subramanian, who runs the popular Facebook page Voice of Ram, has taken to the platform to provide a scathing indictment against Fair & Lovely and other fairness creams in the market.

In the video, he talks about his own childhood in a South Indian household that always sported a tube of the fairness product. Directly addressing Fair & Lovely in the video he says, “When I was younger you tried to make me believe that white skin is a prerequisite to be termed as beautiful or handsome. For that reason you need to go.”

Ram then goes on to note how such fairness products create insecurity among millions of Indians, especially women, who are by their very nature born with dark skin.  He notes, “You have through your sick existence made millions of dark-skinned and stunningly beautiful women from every part of India question their own beauty.”

He also talks about how such companies also tend to advertise the erroneous idea that by becoming fairer a man or woman will be able to achieve success in their professional life. Ideologies like these can be particularly harmful given that colourism and casteist attitudes have already caused tremendous damage to the psyche of the nation for decades.

However, with mindsets changing, Ram affirms that more people are waking up to gauge the damage and won’t stop talking about such issues until they no longer exist. And as part of the crusade, he says that every product in the market that perpetuates the idea that fairness is better, ought to get out of business immediately.

You may also like: Pink Actress Taapsee Pannu Takes a Bold Stand Against Fairness Cream Brands

The video has gone viral with more than 1.9 million views and many have commended Ram for taking a strong stance.

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