Over the past several decades, bleaching and fairness creams have grown into a multi-million dollar industry in India. Brands marketing to women (and men) are selling the idea that fairer skin is the key to success – marriage prospects, careers and higher self-esteem.

To combat these messages, Kranti, a Mumbai-based NGO that works with victims of sex trafficking, has launched #EmbraceYourColor, a powerful one-minute video that takes a stand against the skin-bleaching industry.

Speaking directly into the camera, four teenage girls share what they love about their skin. “I am not fooled by the message that any one skin color is better than another,” one girl says. “Unilever, Godrej, Emami, Nivea, L’Oreal, Procter & Gamble, Johnson and Johnson, you have built entire brands by playing on people’s fear — maybe it’s time to reevaluate. In the meantime, you can hold on to your discoloring creams, and I can hold on to my color.”

Lean more about Kranti and the incredible work they do here.