Yami Gautam taken to the cleaners on Twitter over fairness cream endorsement

After **Alok Nath** and **Neil Nitin Mukesh** , it is Yami Gautam who has become the next butt of jokes on Twitter. The Bollywood actress has been trending on Twitter India from Sunday, but not for her movies. She has been facing the ire of Twitteratis for endorsing a fairness cream brand with jokes that use her name to replace words such as ‘fair’ ‘brightness’ and even ‘white’. For instance, one tweet reads, “#DD1 was the first channel to come on Black and Yami Gautam TV.”   Gautam  has been endorsing the popular Fair&Lovely brand with advertisements that show how a dusky girl lacks confidence, which she instantly regains after using the fairness cream that supposedly leads to a fairer skin tone. So it isn’t simply light humour as in the cases of Nath or Nitin Mukesh.   Last year, we’d seen the ‘Stay Unfair, Stay Beautiful’ campaign, an online against fairness product led by actress Nandita Das.   Just like previous incidents, it is not yet known what must have triggered the trend. By the end of 2013, Alok Nath jokes had taken twitter by storm. People had started cracking witty jokes on Nath’s stereotypical character in Hindi movies. It was soon followed by Neil Nitin Mukesh, was subjected to jokes that revolved around the theme that he was three people in one (thanks to a name made up of three first names).   Here are some of the most witty and sarcastic jokes on Yami ‘fair’ Gautam on Twitter: 

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