June, I know the colorism all too well being born to a mother who is light-skinned and have brothers who are also light-skinned, but I got the "wheat" complexion like my dad. I too used Fair & Lovely as a teenager when I was made fun of by my brothers and others noticed that I was darker than my family. Playing tennis in the hot sun didn't help my cause. I've lived in Japan and I see the obsession with the White skin with all the brightening products and treatments. Colorism is also a form of racism and India can take the prize for discriminating people based on the color within the same race. Glad the ad campaigns are changing their tag lines, people's minds will take much longer to do so.