A series of A-list stars in Bollywood, including Priyanka Chopra, shared on social networks a message of support for protests after the death of George Floyd at the feet of a white American police officer.

“End the race war in America and around the world. Wherever you live, no matter your circumstances, NO ONE deserves to die, especially at the hands of someone else because of the color of your skin,” Chopra, 37, wrote on Instagram.

Netizens quickly reiterated her previous message on social networks to promote the “skin whitening moisturizing cream”. Netizens also recalled her 2008 role in the movie Fashion in which she felt embarrassed for falling in love with a black man.

“Thank you for speaking up for black lives. But, maybe stop supporting skin whitening creams that discriminate against black people,” one person responded to Chopra’s status on Instagram.

As a former Miss World, Chopra became a movie star in both Bollywood and Hollywood. She said in previous interviews that she felt regretful after endorsing that skin cream, and that she felt proud of her dark skin. She has not commented on the noise this time.

Actors Sonam Kapoor Ahuja, Deepika Padukone and Disha Patani were also criticized for supporting the movement to fight for people of color but still advertising skin whitening products.

India’s multi-billion dollar skin-whitening cosmetics industry makes a series of products that promise to brighten Indians’ dark skin. Advertisements for such products often feature leading Bollywood actors.

After much criticism and movements against such products, many brands have had to avoid using the phrase “skin whitening”.

Critics say the film industry contributes to skin color obsession and bias against people with darker facial skin. Many people believe that it does not represent the diversity of Indians.

Actors from India’s southern states, where people have darker skin, are rarely seen in mainstream Bollywood films.

Last year, the film Bala told the story of a woman who was discriminated against because of her skin color, and actress Bhumi Pednekar wore makeup to make her skin darker to fit the role.

Many Indian netizens also question why Bollywood continues to write songs and dialogues that associate white skin with beauty.

Actress Kangana Ranaut criticized her Bollywood colleagues for promoting skin whitening products.

“Those people, especially Indian celebrities, successful people…have advocated all kinds of skin whitening products and today stand up to shamelessly say that the lives of black people are black has meaning. I mean how dare they do that?” she told the BBC.