To those who haven't lived in India or experienced the deep prejudice against dark skin or pre-marital sex the new Tanishq ad might not seem out of the ordinary. But for anyone who's familiar with India's parochial mindset the desire for fair skin and chastity will realise how revolutionary the ad is. Directed by Gauri Shinde who gave us the delightful English Vinglish the advertisement shows a dusky woman getting ready for her wedding. After that the ad shows her daughter insisting she wants to accompany her mother for the traditional saath phere (seven rounds) a request which is initially
