A report in this paper said yesterday that a Bollywood actor turned down a substantial monetary deal to endorse a fairness cream. The actor said he did not believe that one skin tone should be held above the other, nor should any aspirational value be attached to it.

This is good judgement on the part of Bollywood. We have had such examples of celebrities turning down endorsement deals of products they do not believe in. One has read about badminton champion-turned-coach P Gopichand turning down an endorsement deal for an aerated drink because he believed it was not good for health.