The video, White Karidey, is a humorous take on the obsession with fairness in society
According to a report released by Global Industry Analysts in 2017, the global spending on skin lightening products is projected to reach $31.2 billion by 2024. Indians play a pivotal role as consumers in this industry, ‘skin colour discrimination’, started off during colonial era, but is now deeply entwined within the caste system, promoting not only unhealthy gender stereotypes but also stereotypes of economic capability and ‘superiority’ of race.
Even though we live in times where we are slowly starting to reject the idea that fair is beautiful, we still have a long way to go. Projects such as Unfair have been trying to combat this stereotype for a while now. In fact, it was a dinner conversation between them and the band members of White Karidey that gave the idea for the song. It was written by Abhishek Majumdar , composed by Susmit Sen, video production by Storyrunners and collaboration enabled by Dextra. The concept for the song took on epic proportions with a completely crowd-sourced video, where various professionals from different walks of life, came together and worked pro-bono to spread the message of colour discrimination.
The music video was produced by StoryRunners, a promising film studio in Delhi, headed by upcoming director Gautam Arora. This collaboration was enabled by Dextra—a collaborative platform for creative professionals. The app allows creative professionals to find others with complementary creative pursuits to work on collaborative projects like these. You can find them on Android, iOS or on the web.
Sen, who composed the song says, “any institution that demarcates one human being from the other is detrimental to the growth of our human society. Colour somehow discriminates without even being a formal institution. There has to be a vast movement to change the basic consciousness in our society to be able to lead a humane life.”
Watch the video below.