- "Sushant doesn't believe in endorsing such products," said a source
- "He immediately turned it down," the source added
- Sushant was reportedly offered a 15 crore deal
Explaining his decision, Sushant told mid-day that he is against the idea of promoting fairness creams because: "As responsible actors, it is our duty to not indulge in sending out incorrect messages. We should not, in any way, endorse or promote the ideology of preferring one skin tone over another." Sushant had made his stance against endorsing fairness products pretty clear last year after Abhay Deol directed his scathing post towards Bollywood stars for their endorsements.
The debate over the 'unfairness' of fairness creams were brought to the forefront after Abhay Deol, last year, shared photos of from various fairness cream adverts endorsed by Shahid Kapoor, John Abraham, Shah Rukh Khan, Deepika Padukone and Sonam Kapoor and said: "Even if the writing on the tube reads 'Intensive fairness moisturiser'. It just means it's 'FAIR' to all who use it." His post was in response "to a comment made by a politician on TV" - Abhay was referring to former BJP parliamentarian Tarun Vijay's comment that how India is not racist because we share the land with 'dark South Indians'. Later, Priyanka Chopra and Nawazuddin Siddiqui also joined the Anti-Fairness Products campaign.