By A Correspondent
Celebrating a decade of Dark is Beautiful, the Jindal Foundation has unveiled a new campaign titled ‘India’s Got Colour’. A call for action is captured in the music video that intends to continue and amplify the conversation around inclusiveness and colour bias, specifically within the Indian context. Continuing to lend her name to the campaign against anti-colourism in India, Nandita Das joins hands with Mahesh Mathai, Ankur Tiwari and a slew of Indian actors to celebrate India’s Got Colour.
Commenting on the campaign, Nandita Das said: “I have been supporting the Dark Is Beautiful Campaign since 2013 and while we must combat the various forms of discrimination based on caste, religion, gender and sexual preference, the least we can do is to end the bias bases on skin colour. I felt it was time to reinvent the campaign and create a PSA that would be catchy and youth-friendly. It is our young minds who will change the public discourse around this issue and can make a tangible difference. The PSA intends to change the narrative to a more holistic celebration of the diversity. After all, we are more than 1.3 billion people and have that many shades of skin tones.”
Added Sangita Jindal, Chairperson – JSW Foundation said, “As countries, economies and organisations progress, many Indian women are taking roles of leadership & significant prominence across the globe. She is confident in her shade of colour and wears it with pride. This confidence stems from what they know, and how they feel about themselves as women. Through our association with Nandita Das and India’s Got Colour, we celebrate diversity as a critical need for progress and development.”