fair and handsome

Which is the one FMCG brand that has been creating waves in India over the past few months?? I admit I was a nonplussed when this question was put to me yesterday. Apparently, it is 'Fair and Handsome', a skin whitening cream that Emami has come out with for men.
Yesterday, I was in a meeting with one of the Directors of Emami Group and he told me that this brand has achieved phenomenal success in India and he has high hopes from 'Fair and Handsome' in the Middle Eastern markets as well. And he was talking about it like a proud father would talk about a prodigal son. I couldn't help thinking that a whitening cream isn't something over which one should feel such orgasmic delight as he clearly was feeling...after all, it's just a cream!