New Delhi: One of India’s most circulated Hindi-language newspapers, Dainik Bhaskar, has said that it will no longer publish matrimonial advertisements that mention details of a woman’s skin tone or colour complexion.
“Bhaskar group has decided that the newspaper will refrain from publishing descriptions containing words like ‘white’, ‘wheatish’, or ‘fair’ in matrimonial advertisements. We need to stand against such colourism to be a progressive society,” Dainik Bhaskar’s Managing Director Sudhir Agarwal released a statement on Twitter.
— Dainik Bhaskar (@DainikBhaskar) March 6, 2022
“Every daughter has a unique personality and ability which go beyond her complexion. The social initiative by Bhaskar is being done with the intention to create this awareness,” the tweet, in Hindi, mentioned.
‘Good decision’, ‘commendable step’
The tweet, that has now gone viral, has met with warm responses from Twitterati. Many Twitter users welcomed Dainik Bhaskar’s announcement to ban such words in its advertisements.
User Nishant Upadhyay suggested that other newspapers should also follow suit.
Wonderful initiative by Bhaskar! Other newspapers need to follow. https://t.co/ubbbQ81fUD
— Nishant Upadhyay (@DeshbhktNishant) March 6, 2022
Appreciating the daily’s decision, user Puneri Domkavala said, “In a country like ours, wherein dark complexion is a norm because of weather, fair skin narrative is CRIMINAL”.
Deserves appreciation. Also needs to be emulated by advertising agencies as well.
In a country like ours, wherein dark complexion is a norm because of weather, fair skin narrative is CRIMINAL.
Kudos to @DainikBhaskar 👍👍 https://t.co/4dqVGUuHjJ
— Puneri डोमकावळा 🇮🇳 (@PDomkavala) March 6, 2022
Questions about caste, physical features of men
Amid the announcement receiving applause on social media, many also attempted to draw the newspaper’s attention towards the advertisements that mention caste and details of complexion and physical features of men.
Dilip Mandal shared a screenshot of an advertisement that mentioned caste, in response to Dainik Bhaskar’s tweet.
ये आज दैनिक भास्कर में छपा है। pic.twitter.com/BVPPdXOsZq
— Dilip Mandal (@Profdilipmandal) March 6, 2022
“Will you also stop advertising like – looking for a groom with fair complexion, tall, handsome and smart,” asked user Mahesh Gupta.
Nice gesture but What about Men? @DainikBhaskar
Will you also stop advertising like –
Looking for a groom with fair complexion, tall, handsome and smart, well settled, preferably in Govt Job.
Will you? https://t.co/pnmdU1bfBh
— Mahesh Shukla (@msrcn19) March 6, 2022
Meanwhile, another user suggested that they should also not forget to use gender-inclusive pronouns.
Also don't forget to use gender inclusive pronouns. https://t.co/bKeSLWvjzP
— Darshan Pathak (@darshanpathak) March 6, 2022
One tweet underlined that the move will only stop such information from being published in the newspaper but won’t make much difference to the issue.
Agr kisi parent ko colour pta krna hi hoga to personally jaakr pta kr lega. Rang bhed nhi mita rhe ye log,they are just stopping the info.Wahi mitana hota to fairness creams etc k ads boycott krte.Also specially ldkiyo ko mention krke emo card khela h,aur kuch nhi. https://t.co/SX8n6rV9z6
— Memewati (@memewatiDT) March 6, 2022