Now here's one product that spells a sexist attitude, albeit in reverse. In a country obsessed with fair skin, women have from ages been pressurised to become gori and lovely with the help of magical creams and face washes. Fortunately or unfortunately, now even the men need to change their complexion. Gone is the conventional tall, dark and handsome look. They have to be fair and handsome. And to help them do this, we have top Bollywood stars urging them to use various creams and face washes they are endorsing. It's good money and actors cannot refuse it. However, they hide behind various guises. They won't say it is a 'fairness' product. Who wants the flak, right? So here's how they explain the fairness products they endorse.

The latest to join the bandwagon is the tall, fair and handsome (pun intended) Hrithik Roshan. He is the face for Emami's Fair and Handsome face wash. Shah Rukh Khan is endorsing Emami Fair and Handsome cream, Shahid Kapoor was the brand ambassador for Vaseline Whitening Facewash, and John Abraham lent his name to Garnier Men's Fairness Moisturiser and

Hrithik Roshan: For dull skin!The interesting thing about all these actors is even as they promoting the fairness creams, they insist that it's nothing to do with gorapan! As Hrithik in his statement says, "The brand has a clear focus on rejuvenating dull skin and restoring its lost sheen. Emami Fair and Handsome Face Wash gives me a refreshed feel and an instantly brighter look and I am glad the brand is putting emphasis on this aspect." Really?

John Abraham: For dark spots!Then there's John Abraham who had claimed, "Fairness is misconstrued as lighter. We (Garnier and he) are talking about taking off your dark spots and having unblemished skin." Yeah right! In the ad he is shown using the fairness lotion, while a gauge to measure skin colour is displayed claiming to make him fairer by two shades!

Arjun Rampal: For pigmentation!while endorsing Nivea Men's products said, "We are not promoting whitening of the skin. That is the racist. Everybody is unique. We are talking about pigmentation - dark spots caused by sun exposure." True to his words, the products he endorses don't claim to whiten or make the guys fairer.

Shahid Kapoor: The fairest of them all!At least Shahid did not pretend about what he is endorsing. "Every man loves looking good and aims for a clear skin and Vaseline has served the purpose with the launch of their new product called 'Vaseline Men Antispot Whitening Face Cream'," he said when he was roped in as the brand ambassador.

SRK: The smartest of the lot.In the entire commercial, he is never shown enumerating the merits of the cream. One ads shows another actor - Nakuul Mehta - who has darkened himself - wanting to be like SRK, who he meets and promptly hands over the fairness tube. In another ad, SRK talking about his journey to the top and all they show is he keeping the tube in his bag, signifying how the cream has been with him throughout. The punchline at the end says it all. "Har koi Shah Rukh nahi ban sakta, par handsome toh koi bhi hok sakte hai" and gifts the tube to a guy who comes to meet him at the premier of his film.