Times may have changed but the mindset clearly hasn't. Indian copywriters - with their Post-colonial trauma - drool at the thought of a milky white skin. Everything from brides to teeth ought to be white. Here are the things our ads teach us:
1. There is such a thing as 'complete' fairness. In other words: Your fairness may currently be incomplete. You, with your dusky / wheatish / dark skin tone, happen to be a sob story waiting to be rescued. Did you know that? No. Why won't you rush to your nearest pharmacy to buy your knight in shining packaging already?
4. Only a flawless white skin can bring you true love. Because if you are dark or dusky, you are automatically invisible and your soul mate will pass you by.
So basically, a fair complexion does your work for you. Okay? No hard work needed. And once you start applying these magical stardust sprinkled products, you mutate into a semi-superhuman who can do anything. If you are a man, you can become a superstar, just like Shah Rukh Khan. If you are a woman you will rule the world because everything and everyone will stop at the sight of your radiant white beauty.
Wonder who these ads are more insulting for: the dusky beauties or the fair ones. Thoughts?