Sonali Joshi Pitale (MID-DAY; October 22, 2015)

Joining the bandwagon of socially responsible actors, Esha Gupta has turned down a lucrative offer to promote a skin lightening product. Insensitive marketing of fairness products in the sub- continent — and the trend of celebrities endorsing them — is a subject of debate.

A source says, “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.”

Esha says, “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.”