Dabur, Karwa Chauth

Two women prepare for a Karwa Chauth festival, a north Hindu tradition that celebrates marriage. Later, the women are a married couple and attend the festival.

The narrator says, “When you glow like this, how can the world not change its mindset?”

The ad has generated controversy on all sides. For the Karwa Chauth festival, a wife goes without food and water all day because this is supposed to endow her husband with a long life -- it's unclear how this would relate to a female couple's marriage. Also, skin bleaching is popular in India but is deeply rooted in colorism and colonialism.