Raster switches colour when I zoom-in

Using 10.2.
I have an ordinary aerial photo raster in TIF format.
I do not have gamma stretching or anything applied.

When I am zoomed out my aerial looks good; realistic colours.
When I zoom in to a scale of around 1:10k the hue changes so the image looks all yellowy.

I tried rebuilding pyramids but this has had a negetive affect - now the image looks yellowy all the time.

Any ideas?