Jessica Alba and Batnaa

So it’s wedding season for many Panjabis in the Diaspora and one key product commonly used across South Asian groups is batnaa (the yellow mixture used on a groom/bride a day before the wedding to clear up the complexion). Guess what? Jessica Alba is now on boxes of Batnaa! When I saw this I laughed and got confused … what is going on here? I find it interesting that Alba is on the box … maybe it’s because she “looks” more South Asian than say Hillary Duff? Any other ideas?

Also, American stars are being used to market traditional South Asian products rather than relying on Bollywood stars. Anyone else out there seen something similar in marketing other traditional South Asian products?