Upcoming Bollywood actress Yami Gautam was trending on Twitter the entire Sunday not for her movies but for endorsing fairness cream brand. The micro blogging site has off late become a strong and powerful platform where anyone can voice their opinion.

Gautam, who rose to fame after the success of her first movie “Vicky Donor”, continued to face backlash from Twitteratis with people making fun of her from calling her a “CFL” bulb to making her name a synonym to ‘white’, ‘brightness’, ‘snow’ and ‘fairness’.

One tweet said “Doctors are recommending kids to stare at Yami Gautam pics to prevent vitamin D deficiency in them. #YamiGautam”. @Vighrane01 said “Yami Gautam is the Dean of ‘Fair and Lovely Professional University’”. The same tweeple also said “Everything is Yami Gautam in love and war. Ab Ki baar Modi Sarkaarite.” Mysterious Eyes! @n_i_s_h tweeted that after Rani Mukherji’s Black, they are planning to produce a movie starring Yami gautam!.” GPL Queen @GPL poked fun saying “Guys you can stop using Fair & Handsome. Apply Yami Gautam instead.”

However, what triggered the sudden reaction is yet unknown as the actress is endorsing the brand since long. Gautam was roped in by the country's largest consumer company Hindustan Unilever (HUL) for its fairness cream brand Fair&Lovely. While the company calls the cream as a “skin lightening cream”, its advertisements on television tell a different story all together where the company shows that how a ‘dusky’ girl lacks confidence but the use of Fair&Lovely helps her conquer the world.

The company has also gone a step ahead of all other brands in the ₹2,700 crore fairness segment by throwing an open challenge of ₹5 crore to anyone who is not satisfied in just a week. However, these marketing strategies have not helped the company boost sales as the charm for fairness cream is fading away.

Last year actress and social worker Nandita Das had launched an online movement against fairness products with ‘Stay Unfair, Stay Beautiful’. The campaign was endorsed not only by common man in large number but top actors like Shahrukh Khan came out in full support for Das.

(This article was published on March 30, 2014)
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