In Pakistan & India, society regards pale skin as more attractive and associates dark skin with lower class status; this results in a massive market for skin-whitening creams. Fairer skin-tones also correlate to higher caste-status in the Hindu social order—although the system is not based on skin tone. Actors and actresses in Indian cinema tend to have light skin tones, and Indian cinematographers have used graphics and intense lighting to achieve more "desirable" skin tones. Fair skin tones are advertised as an asset in Indian marketing.