The obsession with fairness

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These days the TV ads in India are obsessed with fairness!! No harm in trying to look better, but why do so many people and ads convey the message that darker people dont succeed well, get rejected from jobs, and get worse spouses than fair people. I think these ads are almost racist and need to be stopped. India is a land of many colors and languages and ads creating the false image that fair people are better people pollutes the younger generation and also gives some people an inferiority complex. I personally dont think that beauty has anything to do with complexion (In fact very fair people in India sometimes look too artificial) and even looking externally beautiful is independant of complexion. Should these ads be pulled off? is there anything we need to and can do about them?