#EmbraceYourColor

We live in a magical world where every one of us has the opportunity to express ourselves to a global audience via online video platforms.

One powerful consequence of this is that individuals and small groups can compete on almost equal footing with large companies when it comes to shaping our values and culture.

#EmbraceYourColor is one small group’s effort to counter a tired old narrative about skin color and beauty by presenting viewers with a new story.

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What inspired this project?

Two of the producers were chatting one day and the question arose: if we could make a video to challenge the narrative of consumerism that seems to envelop our society, what would be our angle? Certainly, the producers reflected, the road to happiness isn’t paved with sugary beverages and skin cream.

And thus the idea of making a commercial was born. Not for a product, but for the simple idea of loving yourself and embracing your skin color.

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How come the girls in the video are so confident?

The four young actors in the film are students at the NGO Kranti. Kranti empowers girls from Mumbai’s red- light areas to become agents of social change by giving them the education and exposure to transform them into innovative, compassionate, and resilient leaders.

These four girls and their classmates have traveled the world, given numerous talks, and written and performed a play, Lal Batti Express, for audiences across India and the United States.

They were able to bring a fearless charisma to this video because of their education, unique background, and audacious personalities.

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Are you concerned that the corporations you mention in this video will be upset that you identified them by name?

While we felt it was important to go all the way and identify the cosmetic companies that benefit from and intensify India’s unhealthy skin color neuroses, this video is not aimed for a corporate audience. It is aimed at consumers, and the producers’ intent is to contribute to a shift in consumer behavior.

We harbor no fantasies of a cosmetic industry bigwig watching this video and calling for a change in their product lineup.

Rather, we hope the individuals who watch this video will feel empowered to stand up to the corrosive legacy of skin color preference, with both their voices and their wallets.