Bollywood movies are often criticized for their age-old formula of male-led dramas with male and female leads as close to European in appearance as possible! Not to mention weak or non-existent storylines. The industry is also criticized for promoting skin bleaching which is harmful, especially in the age of climate extremes!
Bollywood movies are typically completed within 40 days, resulting in a product that often exhibits racial and cultural biases. The industry is frequently faulted for its reluctance to explore different stories and genres, although there have been exceptions such as "Slumdog Millionaire" which broke free from these stereotypes. Another notable film, Gunga Din was inspired by a renowned poem by Rudyard Kipling, served as a source of inspiration for the Indian film industry.
The poem narrates a story in rhyme from the perspective of a British soldier in India. The titular character, an Indian water-bearer known as a bhishti, rescues the narrator after he is injured in combat, only to be fatally shot himself. In the concluding lines, the soldier expresses remorse for mistreating Din and acknowledges that Din is the superior man. This poem is included in a collection of martial verses titled the Barrack-Room Ballads.
Unlike Kipling's later poem "The White Man's Burden," "Gunga Din" focuses on the heroic portrayal of the Indian water bearer, who fearlessly faces danger on the battlefield while caring for wounded soldiers. The white soldiers who mistreat Din for not bringing water quickly enough are depicted as heartless and superficial, highlighting their inherent inferiority compared to him. Despite the common mispronunciation of "Din" to rhyme with "pin," the poem's rhymes emphasize that it should actually be pronounced as /ˈdiːn/, rhyming with "green."
In 2024, amidst the social media backlash against skin lightening, film roles are increasingly calling for brown-skinned individuals. However, instead of casting brown actors, Indian Bollywood studios are resorting to using lighter-skinned actors in dark makeup, a practice known as "Blackface" in the West and "Brownface" in India. Despite global efforts to eradicate stereotypes and cultural appropriation, Indian cinema seems to sidestep the question of why, despite a predominantly dark-skinned population, their media continues to uphold European beauty standards. This is often justified under the guise of artistic freedom, while light-skinned Indian actors are still darkening their complexions for various roles, perpetuating this skewed standard.
Bleach cream, used to lighten the color of one's skin, is a multibillion-dollar industry in the Indian subcontinent. It is also a testament to the sordid legacy of colorism and the damage the ideology inflicts on those who encounter it. That's part of why there's finally been blowback against the celebrities who endorse it, providing some hope that in this era of re-evaluating issues of race and diversity, South Asians will reject Eurocentric beauty standards and, by extension, white supremacy.
The harm caused by skin-lightening treatments is both personal and societal. Bleaching creams may contain harmful chemicals like mercury and hydroquinone, which reduce melanin in the skin. These substances can be toxic and potentially lead to kidney failure, among other severe side effects. These risks are heightened by climate change, as skin lightening essentially removes the skin's protection against high UVA radiation and heat. Additionally, the psychological impact on society's youth can be equally damaging. Darker-skinned individuals, particularly women and children, may suffer from feelings of worthlessness or inferiority that can persist throughout their lives.
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