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Sajal Aly's whitening cream ad has left fans disappointed

"I really liked Sajal Aly, but then she did Fair & Lovely and now I’m kinda sad," wrote one Twitter user.

Updated 18 Apr, 2019

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.

View this post on Instagram

Fair & Lovely HD Glow New TVC featuring @sajalaly Directed by: @farooqmannan Styling: @mavikayanistylist Hair & Makeup: @khanshoaib.thestylist Celebrity Management (Sajal Ali): @5thelement.productions @noman.syed Assistant Directors: @shahidiqbal23 #FarhanKhattak Productions: @formulafilms Producer: @shahidyaqub Client: @fairandlovelypk Agency: Lowe & Rauf #5thelementproductions #formulafilms #sajalaly #mavikiyani #farooqmannan

A post shared by 5th Element Productions (@5thelement.productions) on Apr 14, 2019 at 12:25pm PDT

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.

Comments

M. Emad Apr 18, 2019 04:19pm

'Whitening cream/ chemicals' are multi-million rupee business in Pakistan.

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Ahsan Gul Apr 18, 2019 04:27pm

Yes, we have to be honest and bold and must not hesitate to say that " white color is preferable". We always try to hide the truth, why?

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Abhinandan Apr 18, 2019 08:17pm

I am sorry but let’s be honest here. No body wants to be dark skin. We are born with it and have to accept the reality. Fair and lovely is no different than any other cosmetic company. All these critics should also protest against the entire makeup industry. It’s hypocritical to make statements against whiting creams when you are wearing lipstick at the same time. How is making your lips red (artificially) ok but making your skin fair is bad???

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Ibrahim Apr 18, 2019 08:40pm

I do not believe she needs the cream. I do not believe she uses whiting cream. That is what fraudulent. The cream she is advertising will never make the consumers look like her. .... It is in the genes not in the creams.

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SATT Apr 18, 2019 08:41pm

She is just challenging your power of thinking right and nothing else so just don't worry let her earn some money.

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Awan Apr 18, 2019 08:45pm

You can disagree with the product... Stop blaming the actor. Everyone has a right to make a living.

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Lk_ny Apr 18, 2019 10:07pm

@Ahsan Gul talk about yourself.... I always found dark skin much more attractive than pasty white. Point is you cannot generalize and creating these artificial goals of beauty is just inane..... I haven't seen anyone not finding naomi Campbell beautiful or Nandita Das or Eva Mendez etc etc.

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Jigar Apr 18, 2019 10:09pm

@M. Emad. What whitening chemicals? Heard of creams not as such chemicals.

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Indian Apr 18, 2019 10:35pm

@Abhinandan I agree with your observations regarding the cosmetics industry. However, having dark skin is not some sort of disease and the stigma against it - which is why "no one wants it" as you wrote - is artificially constructed by society.

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Tayyaba javed Apr 18, 2019 10:56pm

It is not truly that light skin is universally

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BRR Apr 19, 2019 12:26am

Don't forget SRK made money selling same product which essentially means he thought Indians were DARK skinned and so not lovely.

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BRR Apr 19, 2019 12:28am

@Abhinandan Talk about yourself and your white skin fascination. I love dark skin as well, and find it beautiful too. Nothing wrong or ugly about being dark skinned.

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Farhan Apr 19, 2019 03:18am

Our obsession with light screen is a sad reality of Pakistan. Born as a dark skinned person in Pakistan is a curse.

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fairplay Apr 19, 2019 07:28am

Money seems to cause suspension of rationality and common sense. The Un-fair and un-lovely brand name should be declared inappropriate, misleading, and unsuitable for use in Pakistan, to be fair to all women of the country.

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fairplay Apr 19, 2019 07:30am

@M. Emad as it is in Bangladesh and India. It is a sexist, misleading, and inappropriate, and should be banned. Interestingly, you seem not see the beetles in the dung in front of you.

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S Apr 19, 2019 08:24am

In Bollywood and Lollywood one would rarely find dark skinned main actors even though most of India is basically dark. That's not FAIR.

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RJM Apr 19, 2019 08:31am

I am disappointed too. Actors who are adored by many must choose endorsement wisely. They have a responsibility towards the society. we

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SIAK Apr 19, 2019 10:18am

Don't call her out, she is a professional artist. Criticize Fair and Lovely..Artists are mere professionals; they perform according to a script. We tend to read too much into their acting as depiction of their morality or convictions or personal causes etc....

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Arsha Apr 19, 2019 11:06am

@Abhinandan have you seen anyone facing discrimination based on their lip color? Secondly your statement "Nobody wants dark skin" is grossly misstated and it's just an Asian phenomenon. There are places in Africa where there are equivalent preferences towards darker skin. Marriage of caucasians to ethnic people is not uncommon and there are many many black men and women considered fashion icons or supermodels.

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N abidai Apr 19, 2019 11:41am

Stop promoting whiting creams . Pak calls west racist aganist brown and black peoples. In fact west consider wrong to promote whiting creams ,it is banned. So, why people do racist AD's aganist their own people with tan,brown,,dark complexions!

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Dr.alia khan Apr 19, 2019 04:02pm

@Ibrahim agreed 100%

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Jackal Apr 19, 2019 04:05pm

I don't understand the backlash. Celebrities pretend to be someone else for money. It behooves them to endorse products for money and fame. People mistakenly think that the celebrities operate within some moral framework defined by ethical behavior. Their primary job is to profit off the gullibility of the masses.

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sahba a omair Apr 20, 2019 05:51am

then stop trying to find "fair and lovely" girls for your daughters and brothers! Take a stand against marketing agenicies not her!

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Laila Apr 21, 2019 05:01am

You can not change your skin colour. But by using just chemical and dangerous creams you can expose your skin to problems like skin cancer, eczema, allergies, pigmentation/disclouring etc. Is that worth it? Accept you have the colour you have and it is as beautiful as any other colour. Have a healthy diet, eat fruits and veggies (not overcooked like we do in salan), water and exercise. Your body, skin, mind and health will thank you.

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