Zulqarnain Sikander being criticised for appearing in a whitening cream advertisement

There are millions people in the world, who are conditioned to believe that their skin tone is too “dark” to be “lovely.”  

Using skin-whitening creams is considered a norm among women in Pakistan and that’s exactly what is wrong about our racist culture. Colorism is literally a serious disease and fairness cream brands have a huge part to play in spreading it.

The “gora craze” plagues our society in general, celebs should know better than to endorse fairness creams. Instead of promoting the toxicity propagated by them for years, celebs should use their influence to wipe out this racist narrative.

After Ayeza Khan and Areeqa Haq, a famous tikToker  Zulqarnain Sikander has come under fire for appearing in a fairness cream advertisement.The obsession with fairness is widespread across South Asia, an unfavorable remnant of our colonial past. Every third commercial on TV provokes the desi viewers to feel more uncomfortable in his or her skin tone.

People are calling out the 22-year-old star for supporting tone deaf campaigns that silently breed low self-esteem in large batches.

we should try to evict colourism form society.