Emami Ltd. found to be ‘racist’ with unpleasant stereotypes in its Fair and Handsome cream advertisement

The Best way to look fair and lovely is to WASH Yourself!



Emami Limited, a company which makes a beauty product, a fairness cream called Fair and Handsome has been found guilty of encouraging racist and nasty stereotypes in their advertisements. The company’s ad implies that only fair men can attract girls, while dark men cannot do so as they are inferior, unhappy, depressed and ugly.


The Advertising Standards Council of India got complaints against this advertisement and asked Emami to reply. The firm tried to get away with their racist and ridiculous advertisement by using the The Millward Brown Study to whitewash their advertisement. But the experts at the ASCI decided that this had nothing to do with the ad which was found by them to be very negative towards darker people and was also guilty of contravening the Guidelines of Advertising for skin lightening or fairness improvement products.


It upheld the complaint made against Emami and ordered them to remove the unpleasant advertisement.


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