HomeAsian Americans74-Year-Old​ Sikh Model Displayed In Times Square

74-Year-Old​ Sikh Model Displayed In Times Square

The Dollar Shave Club, a California-based company that deals in men’s grooming products, has chosen a 74-year-old Sikh model for its billion-dollar Times Square advertisement, reports The New India Times.

The commercial’s tagline reads, “Beard Oil Because for Some People Beards are Religion.”

The model, Pritam Singh, was not aware of his fame until being “informed about this by a friend who lives in NYC and was passing by Times Square.” His son Amandeep Singh told the American Bazaar that “It is gratifying to see my dad on the iconic billboard. It is as if his dream to see Sikh representation is finally realizing.”

The elder Singh came to America from Patiala in India in 1983. After initial years of struggle, he set up a real estate business. He ventured into acting to address the meager Sikh representation in the American mainstream.

“Sikhs are such an important part of American fabric,” says son. “We are doctors, lawyers, engineers, scientists but we lack representation. Only 30% of Americans know what Sikhs are. The rest think that we are Hindus or Muslims. So, we are pushing for education of who Sikhs are. The Dollar Shave Club is an important milestone and I hope millions seeing it recognize our presence.”

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