Mr TN Parthasarathy based in Chennai had this to say.
Me and my family, like the majority of Indian families, use Amul products daily.
So, when I saw today’s full-page ad of Amul, my impression was Amul is entering the field of cosmetics with a fast-track program to turn every Indian woman into a rose-complexioned fairy queen. My neighbour’s two pretty little, but dusky complexioned daughters came running to me that Amul, on this Valentine’s Day, has solved their “Colour-inferiority-complex” problem once and for all. It was only after scanning the ad further southwards, we all realised with a tinge of disappointment that Amul’s ad is for white-milk and NOT to turn India into a Caucasian Nation of white-complexioned women!
Just to remind Amul’s ad team, Amul grew out of co-operatives of women fetching milk from every remote village of India; are these women screened by Amul for their complexion before milk is procured from them? I can go on till the cows return home on India’s ad industries’ obsession with everything “Fair & Lovely”. A number of public limited companies like LIC, State Bank, IDBI Bank etc literally veto ad with a dark-complexioned Indian, for fear of losing their “upmarket” clientele! Amul cannot and should NOT fall into this Fair-complexion trap and insult India’s diverse but humble population on COLOUR! If DaCunha cannot conceptualise an ad for Amul with average Indian, then please sack them, but do NOT insult aam aadmi’s colour, creed and diversity.
I dare Amul came out with an equally glittering full-page ad with dusky Indians, perhaps for your ghee, which in any case is NOT white!