Yami Gautam is all set for her upcoming film Bala which deals with an unusual subject. There has been a lot of buzz around the film because of its unconventional story line. Besides Yami Gautam, the film also stars Ayushmann Khurrana, a young man suffering from premature balding and Bhumi Pednekar as a dark skinned girl.
Considering the fact that her film deals with the topic of beauty and its definition, Yami said
Yami Gautam has had a long association with a popular fairness cream brand which is believed to promote prejudice against dark skinned people.
Talking about the commercials and the portrayal of beauty in them, Yami told IANS news agency, “Social media and films have only highlighted what exists around us over the ages. It is the reason those ad-films were made back then. The definition of beauty was such back then, that having a fair complexion was important for a girl to get a good groom or a good job. I am so glad that times have changed, and a dialogue has started on the definition of beauty.”
Considering the fact that her upcoming film also comments on the racist definition of beauty we have, Yami also said one should be independent to look the way want whether it is fair or tanned. “There should not be any pre-requisite of beauty. It should be an individual’s choice to look fair, tanned or feel happy with the complexion she is born with. It should not be forced upon them,” she said
Talking about her long association with the fairness cream brand, Yami said, “I was working as a model with the brand before ‘Vicky Donor’ released. After the success of the film, they decided to sign me as a brand ambassador. That is when I had a conversation with the brand (officials), that it was time we sold the product differently. ”
She said advertisements showing “that people should feel unhappy for not having a fair complexion were wrong”.
“Nowadays in ads we don’t talk about fairness, but glowing skin. That is how brands should evolve,” she added.