fair and handsome

Now a cosmetic company in India has come out with a fairness cream for men, called "Fair and Handsome" Well, in a way, it balances the skewed psyche of everybody preferring fair girls. Maybe it is a message to men that if you want a fair girl, you'd better be fair yourself! On the other hand, why fairness in the first place? Because a kind heart is not visible?Why not look for a pleasant face? Or a smiling one? Better still, look for laugh lines!
I want to know if this cream is being marketed in South india too. Traditionally, Northies think that all Southies are black(should I say melanin challenged, to be politically correct?)! How many times have I heard,"Oh, you are a South Indian? You don't look like one!" And that is supposed to be a big compliment.
A new TV serial has started, called Saat Phere, which looks at the problems a "dark" girl faces in the marriage market. Lets see if it breaks new ground,or goes the usual saas bahu way after a few promising episodes.