Re: Zubaida Apa’s Gora Movement Ad
Post 1
Re: Zubaida Apa’s Gora Movement Ad
Someone’s lazy 
Re: Zubaida Apa's Gora Movement Ad
I find it a bit ludicrous to get all up in arms and blame the makers of these products and the companies that endorse them. Rather than blaming advertisers and companies for the their endorsement of skin whitening products and the prevalence of such products, people should look a bit closer to home.
The ultimate goal of companies is to sell a product and make a profit and as such, they market products which they believe the masses (read: society) will consume. If society was not fixated with skin whitening products, the marketing of such products would not be lucrative and companies would not make or market them. These companies are only pandering to a need in society. If the need and market for skin whitening products was not there, neither would these products or advertisements.
Re: Zubaida Apa's Gora Movement Ad
I find it a bit ludicrous to get all up in arms and blame the makers of these products and the companies that endorse them. Rather than blaming advertisers and companies for the their endorsement of skin whitening products and the prevalence of such products, people should look a bit closer to home.
The ultimate goal of companies is to sell a product and make a profit and as such, they market products which they believe the masses (read: society) will consume. If society was not fixated with skin whitening products, the marketing of such products would not be lucrative and companies would not make or market them. These companies are only pandering to a need in society. If the need and market for skin whitening products was not there, neither would these products or advertisements.
You mean 'chaand ke ooper jaonga, chand si dulhan laonga' syndrome?
Re: Zubaida Apa's Gora Movement Ad
^Yes. The fixation with light skin did not come from advertisers. The preference for fair skin on the subcontinent (and other places) has always been there. Cosmetics companies and advertisers are simply cashing in on it by pandering to the demand.
Re: Zubaida Apa's Gora Movement Ad
Article says, why isn’t Nandita Das doing an item number?
Well, Bipasha Basu did. And that was a huge success. So the entire industry isn't biased and neither is the audience.
Re: Zubaida Apa’s Gora Movement Ad
I wasn’t referring to the article. I was referring to what mahol said.
Re: Zubaida Apa’s Gora Movement Ad
Par chaand main to daagh hai na. 
Cosmetic surgery karvaani paRay gi.
Re: Zubaida Apa’s Gora Movement Ad
Isi liye tu ghar laate hi aib nazar aana shuru ho jaate hain. 
Re: Zubaida Apa's Gora Movement Ad
Article says, why isn’t Nandita Das doing an item number?
Well, Bipasha Basu did. And that was a huge success. So the entire industry isn't biased and neither is the audience.
^I agree. I believe she's done quite a few item numbers. Also, based on the type of roles she's done, Nandita Das has never struck me as an item number type of actress, so I don't think the fact that she doesn't do item numbers has anything to do with skin colour.
Re: Zubaida Apa’s Gora Movement Ad
Goaray rang ka zamaana kabhi ho ga na puraana.
And
Saanvlee saloani si mehbooba.
Dono baatain chalti hain. 
Re: Zubaida Apa’s Gora Movement Ad
Re: Zubaida Apa's Gora Movement Ad
Targetting Zubaida apa isn't a solution to the deeply rooted problem in society or the humans in general regarding discontent with their complexion (and other stuff).
Re: Zubaida Apa's Gora Movement Ad
Article says, why isn’t Nandita Das doing an item number?
Well, Bipasha Basu did. And that was a huge success. So the entire industry isn't biased and neither is the audience.
Raakhi Sawant konsa chand ka tota hai?
Re: Zubaida Apa’s Gora Movement Ad
app bataayen.
Re: Zubaida Apa's Gora Movement Ad
I find it a bit ludicrous to get all up in arms and blame the makers of these products and the companies that endorse them. Rather than blaming advertisers and companies for the their endorsement of skin whitening products and the prevalence of such products, people should look a bit closer to home.
The ultimate goal of companies is to sell a product and make a profit and as such, they market products which they believe the masses (read: society) will consume. If society was not fixated with skin whitening products, the marketing of such products would not be lucrative and companies would not make or market them. These companies are only pandering to a need in society. If the need and market for skin whitening products was not there, neither would these products or advertisements.
the "need" will persist as long as media celebrities (the true gods of south asia) endorse such things.
besides, if need is what one needs to justify a product, where are my double-chocolate pot brownies? :\
Re: Zubaida Apa's Gora Movement Ad
This may be a rather dumb question, but what is considered fair ("gora") in the desi context? I've often heard the term fair used to describe people that (in my view) are more wheatish or medium olive in complexion.
Is it possible that when people talk about "fair," they are using fair as a euphemism for attractive/good looking and don't literally mean light complected?
Re: Zubaida Apa's Gora Movement Ad
This may be a rather dumb question, but what is considered fair ("gora") in the desi context? I've often heard the term fair used to describe people that (in my view) are more wheatish or medium olive in complexion.
Is it possible that when people talk about "fair," they are using fair as a euphemism for attractive/good looking and don't literally mean light complected?
Its relative. You are fair if you have a skin tone lighter than most around you.(as long its not dark)
Re: Zubaida Apa’s Gora Movement Ad
It starts with a dark-skinned girl (of course painted with black foundation or something). The girl is depressed and feels hopeless because she can’t achieve anything. Why? Because she has a dark complexion. Then, out of nowhere, this extremely beautiful fair-skinned girl shows up and offers her the magic formula that will transform her life.
**She applies the magic formula and voila! **She turns into a beautiful girl with snow white skin and suddenly achieves everything in life; she becomes successful, gets a dream job and boys suddenly seem interested in her too!
In a nutshell, the message that you get is ‘apply this formula, change your skin colour and your dreams will come true’.
In short, if you have a dark complexion, you won’t be accepted in this society.
You must be familiar with the term ‘gora rang’ used excessively in our society to define a person. Girls, and now even guys, have been subjected to this term which is, apparently, one way to signify the worth of a person. Most obvious is when rishta walas specifically state in their long list of demands that the girl must be fair otherwise there is no deal.
In Pakistan, the fairness epidemic is on the rise. It isn’t surprising to see fairness creams and soaps advertised here but after coming back from abroad, I was amazed to see just how much these fairness formulas, soaps and creams, were bombarded on billboards and advertisements. Where, earlier, we would see international brands we now see that even local brands have propped up and marked their place as well.
The media and cosmetic industry seems to have convinced people that dark skin is just not acceptable and without fairness creams and soaps their lives will remain incomplete. Girls buy these creams and soaps in efforts to change their skin complexion so they can ‘fit in’ and perhaps be able to find a decent proposal. In all of this, people have not only forgotten their individual identities, they have overlooked the consequences of using such products as well.
Let’s talk about the skin damage that fairness creams do. Melanin is a natural pigment that determines the skin colour and protects skin cells from harmful UV rays, hence reducing the possibility of cancer. Excessive use of fairness creams damages the melanin because the ingredients used in these products block the secretion of melanin barricading their role in protecting the skin from harmful rays.
According to Dr Debraj Shome, a top plastic surgeon in India,“Fairness creams have harmful chemicals such as hydroquinone, mercury and other steroids which lead to patchy, rough and spotty skin, and premature ageing. Hydroquinone is a severely toxic and powerful chemical that is used in photo processing, manufacturing of rubber and is also used as an active ingredient in hair dying. Mercury, on the other hand, in the form of mercury chloride and ammoniated mercury, leads to the development of skin cancer. These are just a few of the negative effects of these fairness creams and many companies fail to disclose all the ingredients used in the creams”.
Where there is skin damage, there is also psychological damage caused by such products. The dark side of the fairness products is that they do not serve the purpose they are made for; no fairness cream or bar of soap can change your skin colour. Your skin colour is natural just like your eye and hair colour. When people use these products in an attempt to change their complexion, temporarily they may work, but in the long term they wear off leading to frustration, depression and the obsession of switching from one product to another.
This epidemic needs to stop and it can only be eradicated if our society’s shallow perception changes. India, facing the same epidemic, has started the ‘Dark is Beautiful Campaign’ by Women of Worth, an Indian NGO, in efforts to change attitudes towards skin colour. It is a small step but at least there is some hope for change – in Pakistan, however, we face an abundance of societal issues and this is just one of the few that has been given the backseat. And whether we like it or not, our media and celebrities are one of the major reasons that this epidemic is on the rise.
Before resorting to changing our natural forms we must try and change our attitudes first. We must ask ourselves whether our skin complexion really defines our worth or not? We must ask ourselves if our success and achievements are based on how we look.
Does ‘Ab Gora Hoga Pakistan’ really define our identity?
Credit: The dark side of fairness products – The Express Tribune Blog
Re: Zubaida Apa’s Gora Movement Ad
^ summarize karna seekhen, mahool. no one is going to read that