The ad filmmaker and activist Ram Subramanian hit out at Fair and Lovely for creating racial discrimination and exploiting insecurities of people in a video that is going viral on the social media. Being a South Indian himself, Ram, who goes on various social media platforms with the name, Voice of Ram, talked about the how Fair and Lovely has bothered people around him crushing their self-confidence and encouraging discrimination for years without anyone pointing a finger at it. Watch the full video here: Ram started his video by saying, "Three words have bothered me for a long time - Fair and Lovely." He continued by saying that he is a South Indian who comes from a middle-class family and their insecurities were exploited to an extent that there was a face cream for every member of the family. "I used it for 8 years of my life and as you can see - Fair and Lovely (pause), you have failed in delivering what you promised. I am neither fair nor do I intend to be lovely," he added. He demanded fairness cream to go for all and mentioned the same in the caption of the video that read as, "I want you to shut down before 15th August 2017." He called the cream a 'soul sucking scented fungus' that has been there on the faces of his family members ever since they good attracted by the idea of becoming fairer. Ram blamed Fair and Lovely for making people feel inferior because of their colour despite them enjoying a lot of success in their professional life. Fair & Lovely: exploiting an insecurity, encouraging discrimination, crushing self-confidence. Fairer is not equal to better ???? \u2014 Raghu Ram (@tweetfromRaghu) March 27, 2017 Ram went on to slam the company for promoting the idea that a dark-skinned person can achieve success in life by becoming fairer and that too in a predominantly dark-skinned country. He took his anger to another level by calling Fair & Lovely just another version of 'East India Company'. The response to this video has been positive so far and the creator of Roadies, Raghu Ram shared it with a caption reading, "Fair & Lovely: exploiting an insecurity, encouraging discrimination, crushing self-confidence. Fairer is not equal to better ????"