Bollywood actresses have started to speak over the bias promoted by the insensitive marketing of fairness products. After Kangana Ranaut and Anushka Sharma, the recent actress to refuse to promote a fairness cream brand was Esha Gupta. A source said, “The brand was pretty keen to have Esha on board. They had conducted market research and found out that she would be suitable for their product's campaign. Following a discussion with her team, the brand officials showed willingness to pay a hefty amount, but she refused outright.” When asked, she said, “Yes, I have rejected a brand deal. I won't endorse a fairness product because of the bias it promotes. According to these brands, fairness is proportionately related to confidence, marriage, proposals, beauty, etc. My complexion has nothing to do with who I am. Trying to hint that not being fair is making you unsuccessful is wrong. I am beautiful the way I am, and so is everyone else.”
