Ad sparks debate over Pakistan's 'obsession' with fair skin
27 June 2014 Last updated at 05:17 BST
An advert for skin-whitening soap has sparked a debate in Pakistani society about what many are calling the country's 'obsession' with attaining fairer skin.
Campaigners say that the idea of having fair skin is unfairly linked to personal and professional success in Pakistan.
Even though such adverts do come in for criticism, cosmetic retailers and salon owners say they have seen an increase in demand for skin-lightening products and treatments in recent years.
BBC Urdu's Nosheen Abbas reports.