John Abraham has been one of the leading men in Bollywood. He started off his career as a model and soon made his way into the films. But, along the way he has been a part of many ad campaigns. But, some of them have even sparked public scrutiny about his work. Interestingly, Abraham for a brief period of time also promoted fairness cream for men.
During the time, he was dating Bipasha Basu, and he was called out for promoting a fairness cream while his girlfriend was known as the ‘dusky beauty’.
But, it seems his past does not plan on leaving him alone!
Now, an old video clip of his ad campaign from 2010, has been doing the rounds on the internet wherein John was questioned about promoting fairness creams by Komal Nahata. He was asked why he associated himself with a fairness cream as his then-girlfriend Bipasha was “proud of her dusky” complexion.
Komal asked John, “You endorse fairness creams, Bipasha Basu is a dusky actress and you on the other hand, being her boyfriend, the two of you have plans to get married and you’re promoting a fairness cream, that too for men. How do these two things go together?”
Responding to the question, John tried his best to defend his association and said, “See, it is a very valid question. When the term fairness came up, I was a little worried and I spoke to (the fairness cream brand). If you look at the ad, through the ad fairness ka naam nahi liya hai (not used the word). It says fairness that is guaranteed, so I said no, let’s make it results that is guaranteed”
Trying to explain the term fairness means in India as he said, “The other thing is that, in India, you’ll be shocked at this because this is according to a market survey, fairness is a term which is colloquially used for removing blemishes. Removing the dark spots (on your face) is technically fairness. That’s what the term fairness means in India. The idea of this fairness cream was to remove these blemishes to make them two tones lighter, and we specifically maintained it in the ad as well.”
Interestingly, John called himself a “guilty party” for endorsing a fairness brand and said, “Now, at the end of the day, we’re a fairness cream so we’re a guilty party. But we made sure that we don’t use it as an emotional quotient that if you become fair you’d get a girl…”
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