Endorsing regressive products like fairness creams is a 'big no, no' for Anushka Sharma who prefers to associate herself with the brands she can talk about.

"I try to endorse only those brands who I can confidently speak for. These are huge companies and are choosing you to be the face of their brands... you need to be responsible," she said in an interview.

"Fairness creams and anything which is regressive is a big no, no for me. I don't think anything can change your basic colour. They can remove your tan, but they cannot change your natural colour," she added.

The actress has endorsed brands like Nivea, Reliance and Canon.