Kangana Ranaut refuses to promote whiter skin in $500,000 deal

Bollywood actress Kangana Ranaut refuses to promote whiter skin in $500,000 deal

Bollywood star Kangana Ranaut has spoken out against skincare companies paying stars huge salaries to promote their whitening creams.

The award-winning Indian actress has won praise for putting her money where her mouth is, turning down a deal reportedly worth 20 million rupee (almost NZ$500,000) to spruik a skin-lightening product.

The skin-whitening product category is almost exclusive to Indian and Asian markets, and includes brands such as Ponds White Beauty, Neutrogena Fine Fairness, Garnier Light Matte as well as lines targeted to men such as Fair and Handsome and Garnier Men Power Light.

The ads often feature Bollywood stars and glorify lighter skin, which critics say fuels insecurity and poor self image among Indian and Asian consumers.

Ranaut told the Hindustan Times: "My sister [Rangoli Ranaut] is dusky, yet beautiful. If I go ahead and be part of this campaign, then, in a way, I would be insulting her. If I can't do that to my sister, then how can I do it to the entire nation?"

"As a celebrity, what kind of an example would I be setting for younger people? I have no regrets about turning this offer down. As a public figure, I have responsibilities."