obsession to "fair"

I have always been disgusted with "fair & lovely" ads, and the sheer obsession to become fair. In the recent years , this has gotten to men too , with products like emami , fair & handsome.. What nonsense. I have a 1 year old , and checked out babycenter india hoping to get some good advice about nutrition..what do i see.. Question : "How do i make my baby FAIR"..Answer : "Put mashed banana , potato peels on baby"... What the hell is going on. Isnt it time we put an end to this?