It’s here, a witty culture jam from India! Calling out our worldwide, multi-billion dollar fairness cream industry and its unfortunate consumers.
Gore gote, (pronounced goray gotay), literally means, light-skinned “balls” in the hindi language. Yes, literally. Out loud. In the face. Clearly, it’s a response to fairness creams in general, with a special shout out to India’s vaginal fairness cream Clean & Dry Intimate Wash, that was launched in India in early 2012.
It begins with a introduction of 27-year old male “Mukesh” speaking to the camera. Satire and subversion, comedy and insight follow in this jingly Bollywood and perfect spot-like production from producers Culture Machine. About 6 seconds in, there’s Mukesh squeezing neon yellow foam balls, complete with smiley faces and all, complaining to the audience, “What is sex. I have not felt it in my life.” As he continues to share his stories of rejection, he talks about the time when his parents tried to find him a suitable wife. An arranged marriage boy-meets-girl scene follows, ending with a silver-haired could-be mother-in-law shaking her head disapprovingly, “Kaale hain!” Meaning, they are dark / black. And somewhere along the way is the promise to convert dark dangly bits to glowing fair in under 15 seconds. Watch to the end for the complete plot. (I must admit, though, that I am not a big fan of the homophobic ending.)
Oh, and the entry of comical sound double of Bollywood living legend Shah Rukh Khan (SRK). They owed him this virtual poke, or wag of the finger for his continued endorsement of Emami’s Fair and Handsome that began several years ago. Here’s the link just in case you missed the misogyny. And here’s a half-assed, oh-i’m-so-cute-with-those-dimples-and-blinks video of him stating that as a film celebrity he has no choice but to “sell dreams like this…”
Their tasteful use of the otherwise crass-sounding term gote, or “nuts” testifies to a careful abandon for political correctness in naming men’s body parts. About time, I’d say. V-Day folks showed us several years ago, the long list of words for the vagina, didn’t they?
The media maker claims to be the chest hair waxer of India’s leading male actor, and “now also makes Youtube videos.” Varun Thakur’s brand can be found at @BollywoodGandu. (Excuse his french– Incidentally, gandu means a-hole in hindi. Mr. Thakur really owns his potty-mouth. Like how.)
Here’s to calling out the hypocrisy of gendered beauty… to leveling the playing field, one word at a time.