I used to play cricket in Saudi Arabia with my friends on a weekly basis. The scorching sun is not kind to light skin. I remember being on vacation in Pakistan in the early 90s. I was visiting an aunt; her reaction upon seeing me was to moan about how much black, kala, I had become.
I was confused for a few seconds till my mom explained why I wasn't so lovely anymore. The culprit being cricket. The obsession with skin color -- specifically white -- is all-powerful in Pakistan. For example, often an arranged marriage can come down to just how 'fair' the bride really is.
At Foreign Dispatches, one can view an Indian ad which showcases this mentality. The actor is Saif Ali Khan, a famous actor and the main actress is Priyanka Chopra who was crowned Miss World in 2000. So, the ad is definitely mainstream.