Email to Aamir Khan about fairness product advertisement on Satyamev Jayate

I sent the following email from to on October 06, 2014. As stated in the email, I will publish the response from Aamir Khan or from any member of his Satyamev Jayate team if and when I receive it.

Subject: Discrimination on the basis of skin colour

Kind attention: Mr. Aamir Khan

Dear Aamir,

I have watched almost all episodes of Satyamev Jayate, starting from the Season 1’s 1st episode.

I am an admirer of Aamir Khan the actor, but I am a much greater admirer of Aamir Khan of Satyamev Jayate! While I am aware that the show is not perfect, I have immense respect and admiration for the fact that you are one of the few celebrities who is making a genuine effort to drive change in our society.

While watching the 1st episode of Season 3, I was shocked to see an advertisement by a fairness product!! Much has been written and spoken about how fairness products promote discrimination on the basis of skin colour. While the advertisement may conform to ASCI’s recent guidelines for advertising for skin lightening or fairness improvement products, the fact remains that these products and their advertisements do reinforce negative social stereotyping on the basis of skin colour.

Satyamev Jayate’s past episodes have been about, among other subjects, Gender Discrimination, Caste Discrimination, and Discrimination against People with Disabilities. When I saw the fairness product advertisement, I wondered whether Aamir Khan and his Satyamev Jayate team are, inadvertently or otherwise, promoting Discrimination on the basis of skin colour.

Please do not let the millions of Satyamev Jayate fans, most of whom are probably not fair-skinned, get the impression that you and your team support Discrimination on the basis of skin colour. Please withdraw this advertisement immediately, even if this means losing some money.

I hope you take my feedback in the same positive spirit in which I gave it. I look forward to a reply from you or from any member of your team. I will be publishing the text of this email on my blog later today, and will also publish your response whenever I receive it.

Warm regards,

Proactive Indian

P.S.: I have chosen to remain an anonymous blogger since I do not want my name, age, gender, religion, caste, economic status, educational background, profession, place of residence, etc. to colour people’s reaction to my views. If you wish, I will certainly let you know my name, age, gender, and place of residence.