The next gen superstar Sushant Singh Rajput has turned down a ₹ 15 crore offer to endorse a fairness cream.  The proposed offer required Sushant to appear in six ads spanning over a period of three years.  A close source to Mid-Day revealed, “Sushant doesn’t believe in endorsing such products. So despite it being a lucrative offer, he immediately turned it down.” The source added, “He feels that he needs to be responsible about the kind of products he lends his face to, as several people look up to him.”

Adding to the long-drawn anti fairness debate in the Bollywood industry, the decision taken by Sushant Singh Rajput comes as a pleasant surprise. Talking about his decision, the Raabta actor said, “As responsible actors, it is our duty to not indulge in sending out incorrect messages. We should not, in any way, endorse or promote the ideology of preferring one skin tone over another.” In the past, Kangana Ranaut had out rightly refused to endorse a fairness cream while Priyanka Chopra expressed regret on doing a fairness endorsement deal in the past.

The anti-fairness debate was herald in the Bollywood industry by Abhay Deol after he shared the photos from various fairness advertisements starring Sonam Kapoor, Yami Gautam, John Abraham, Shah Rukh Khan and many other celebrities on his official Facebook handle. Sushant Singh Rajput is currently busy shooting for his next film ‘Drive’ with Jacqueline Fernandez. Directed by Abhishek Kapoor, the actor will also sharing the screen-space with debutant Sara Ali Khan in Kedarnath.