Petition filed against Shah Rukh Khan for endorsing fairness cream

Mumbai, Aug 21:Fairness is an obsession and its not just limited to women anymore. Men are being trapped into the same "fair skin and successful stories" lie at an alarming rate with the help of celebrities. One such celebrity who is seen inspiring hundreds of men to use a fairness cream on the television is Shahrukh Khan.

But all is not well with King Khan endorsing the fairness brand. Recently a petition named 'Dark is Beautiful' was filed against Shahrukh Khan for endorsing the fairness brand, Fair and Handsome, a product of Emami Group. The petition filed on a website called has already seen over 13,000 supporters on Facebook.

SRK in soup for endorsing fairness cream
The petitioners have objected to the ad's message that portrays fairness as a key to success and have urged the makers to stop the promotion of such products through discriminatory messages. The ad propagates the line "zyada" meaning more and is said to instill false values in peoples' mind.

The campaign has also garnered support from actor and activist Nandita Das who is known to be working for the same cause extensively.

The petition has also been filed against filmmaker Raj Kumar Hirani who is associated with Canvas films that is involved in the making of the ad. Others who are also involved in the making of the film are Chanda Zaveri from Actiogen, Shakun Batra, Director Canvas Films, Mohan Goenka, Director, Emami Group and Milind Nabar, Creative Director, Situations Advertising.

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