In a world where fair is usually associated with lovely, fairness products rake in a lot of business, especially when superstars endorse them. But the times are changing — celebrities like Anushka Sharma are now turning their back on such products by their plain refusal to endorse them.

Anushka, who has previously done commercials for whitening lotions, recently stated at an event that she will not endorse fairness products, reported The Indian Express: “I would not endorse products that propagate racist and sexist (beliefs)….and propagate social taboo. I don’t want to endorse products that propagate fair skin and all. I will not propagate anything that says this is right or wrong."

The 27-year-old actor who will be appearing in a shampoo commercial said that it was different for hair products because hair do get affected due to various procedures involved in styling: "We have to look good… our hair does get damaged due to straightening…tonging. We have to do something that helps our hair look good and healthy."

Recently an ad featuring Emraan Hashmi also got quite a bit of attention because it promoted the message that a man with a fair complexion would succeed in getting girls even if he fails at getting a job.

While Indian actor Nandita Das doesn't shy away from advocating the campaign 'Dark is Beautiful', Queen famed actor Kangna Ranaut also said that she couldn't understand the concept of 'fairness'.

Even the rugged Ranveer Singh is very picky about his commercials and chose to sign an advert for safe sex as his first one instead of many others because he believes that ads need to be meaningful.