January, January 9, 2018: The obsession with beauty is not a new topic in India. We have a plethora of beauty solutions—all promising to make our “dark” faces, knees, elbows, and other parts of the body fairer; now Patanjali has just joined the mainstream.
The problematic ad for Patanjali’s cosmetic products brought to notice by a Twitter user, describes “dark complexion” as “skin ailment” which sparked a huge controversy.
The ad which was published in Deccan Chronicle on December 17 while describing the benefits of “Beauty cream”, says that the cream is “extremely beneficial for skin ailments like dry skin, dark complexion and wrinkles.”
“Possesses the benefits of wheat germ oil, turmeric, aloe-vera, and basil etc. which are extremely beneficial for skin ailments like dry skin, dark complexion and wrinkles. Patanjali beauty cream is not just another cream but is a skin nourishment tonic and treatment. It gives you the confidence of 100% natural beauty. Try it yourself and suggest to your family and friends,” the description reads.
In the same ad, the company also attacks “MNCs” saying their products are “full of chemicals” and “Patanjali products are natural”.
Patanjali’s relationship with problematic ads is not new. In multiple instances in the past, authorities including High Courts of the country have restricted the company to air or publish advertisements on various grounds.
Meanwhile, Baba Ramdev has responded to the story on Twitter.
He tweeted in Hindi clarifying that the words approved in the first place for the ad were ‘skin complications’ that got changed by mistake during translation and copy-writing.
He further maintained, “I have never talked about discrimination on the basis of colour and have always endorsed enhancing natural beauty through Ayurvedic procedures. Some people try to create a controversy by being fixated on a single word.”
TNT News with inputs from moneycontrol.com