“...the influence of films in India is greater than newspapers and books combined” - Former Prime Minister, Nehru (1947-1964)
Films hold undeniable power within a society, the influence it has on people and their outlook is immense and cannot be ignored (MBE, 2011). For years now, this potential has been used for both political and social purposes in order to exploit, control and inspire. Much of the represented ideas in a film mirror current culture and ideologies. So, as much as films inspire us, we inspire films as well (Elezaj, 2019).
Knowing this, when we witness songs such as “Tujhe dekhke goriya, Beyonce sharma jayegi” (If Beyonce looks at you, oh fair-skinned girl! She would be ashamed) in the year of 2020, how are we meant to look at our dominantly dark-skinned Indian citizens in the eye and accept this industry? This blatant colourism is in fact so apparent that talented and appreciated actors such as Nawazuddin Siddique, who is a representative of an already low number of dark-skinned actors, continues to struggle to find roles as he doesn't fit the typical 'hero-type' physical appearance (Indo Asian News Service, 2020).
Tweet from Nawazuddin Siddique after facing colourism while auditioning for a lead role
Translation : "I used to apply fairness creams regularly and yet, nothing changed"
So, while Indian cinema ridicules individuals for their dark skin tone and constantly makes songs about “Chittiyaan Kalaaiyaan” and “Gora rang” (White wrists and fair colour. Yes, both very real songs), they also want to wash their hands off any responsibility. Claiming a safe distance from the following and obvious influence that projected ideas have on society (JAIN, 2017).
Bollywood is the most popular within the Indian industries, however, it is not limited to it. Telugu (Tollywood) and Tamil (Kollywood) industries come 2nd and 3rd respectively. Both these industries are based in the southern part of India.
South Indians are assumed to have features such as dark skin and hair, similar to our Dravidians ancestors. This is not a general rule as there exists a non-definable colour spectrum in India but the percentage of darker individuals in the South are higher than in the North (Why do North Indians Look Different from South Indians? The Genetics of South Asia , 2017).
Despite this Tollywood, Kollywood, Sandalwood (Kannada film industry) or any other south Indian film industry lack representation for dark-skinned actors, especially in the female demographic. Dark skin tone is often used as a mere plot point or a joke throughout all Indian film industries. So growing up, one would witness country leaders such as Kumar Vishwas calling South Indian medical professionals “Kaali peeli” (Blackish yellow) while at the same time observe dark skin being ridiculed by their own film industry. Male movie superstars in the South Indian industry would even degrade themselves and constantly apologise for their own skin colour, while fighting for female attention, played by fair North Indian actors (Alagarsamy, 2018).
To put things in perspective, feminisminIndia.com curated a list of top-paid female and male actors in the Tamil film industry. The data speaks for itself and rightly points out the interiorised, practised propaganda.
Here are the top paid male actors in the Tamil film industry; only two of the actors are described as light complexioned
Now, here is the list of top-paid female Tamil actors; only three of them are described as medium complexioned
TESTIMONIALS
"...it's going to get imprinted in a young girl's head that 'oh men get attracted to fairness'"
Anjana talks about the influence casting fair, north Indian actresses for South Indian roles may have on young girls.
"You can't rely on media to you teach you anything. It's always a numbers game"
Aditya offers some harsh truths as he talks about media being a demand and supply market.
"Why do you want to be with a guy who's fairer than you? He should be darker than you."
Chaitanya recollects questions she was asked about her relationships and love interests. She believes these ideas were influenced from the South Indian film Industry