At a time when Pakistan is battling colourism and a gora complex, celebs should know better than to endorse a fairness creams.
However, Sajal Aly missed that memo. The Aangan actor featured in Fair & Lovely's latest TVC promoting the brand's new product HD Glow.
Though the ad does not directly aim at fairness, all the women featured are fair-skinned and the before and after images imply that the glow is a consequence of fair skin.
Pakistanis were quick to respond to the commercial voicing their disappointment in the actor's choice of brand endorsement.
Sajal is not the only celeb who has been called out for endorsing whitening creams. In the past Aima Khan, Mawra Hocane, Ainy Jaffri, Fawad Khan, Shoaib Malik and Syra Shahroz have also been been featured in fairness cream ads.
Images has reached to Sajal Aly for a comment and is awaiting a response.