In a move, which is widely being criticised on social media, a Pakistani show painted their ‘fair complexioned’ models brown to depict make-up on dusky brides. The morning show is receiving flak for not recruiting dusky model for the segment as the coordinators instead chose to paint their models ‘brown’.

The morning show which goes by the name ‘Jago Pakistan Jago’ held a bridal make-up contest and according to media reports, during the contest, there was a challenge of “turning dusky models into beautiful brides.”

In a bizarre move, the show went ahead with the fair-models-turned-dark-skinned option, while the programmers could have easily roped in dusky girls. Moreover, only the faces of the models were darkened, leaving the skin of hands and neck still fair.

After the models were painted brown, the contestants who had to apply make-up on the models were asked to choose fitting eye shadows, lip colour and contouring to make the dusky bride pretty.

Disappointed at the development, a Twitter user wrote, “#Pakistani show painted fair-skinned models with makeup to showcase how bridal makeup looks on darker skin.😱

Your stupidity is beyond me. Echoing the title of your show, #JagoPakistanJago, “WAKE – UP” Pakistan. What are you teaching your future generation?

Here are the reactions from Twitter:

What is up with these morning shows? Instead of hiring dark skin beauties they decided to slather dark brown foundation on fair girls??? 😲#SanamJung#JagoPakistanJago pic.twitter.com/qzynzyo7vi

— Umaima Mehtab (@dudettestalk) March 14, 2018

#Pakistani show painted fair-skinned models with makeup to showcase how bridal makeup looks on darker skin.😱

Your stupidity is beyond me. Echoing the title of your show, #JagoPakistanJago, “WAKE – UP” Pakistan. What are you teaching your future generation? pic.twitter.com/yMwSan2M9T

— Sajeda Akhtar (@Sajeda_Akhtar) March 16, 2018

#SanamJung and @Humtvnetwork should ask for a public apology on their show #JagoPakistanJago
This was thr most ridiculous thing I’ve had seen in a while.
Not only thr show was disgraceful, the language Sanam was using was extremely derogatory. Shame!

— Areeba (@BeautyByAreeba) March 15, 2018

Just get a dusky model rather than making a fair girl dark with makeup… Ridiculous.. Discrimination@Humtvnetwork #JagoPakistanJago pic.twitter.com/Hm01BL7Kip

— Silk_Lodhi (@Silk_Lodhi) March 16, 2018

the world through a black/white racial binary lense, where fair skin = beauty, prestige, whilst dark skin is antithetical to beauty on all levels. These racist ideals are upheld and amplified by the beauty industry and media like #JagoPakistanJago who intimate dark skinned women

— bookish.subat (@bookishsubat) March 16, 2018