To make history super, super short, this phenomenon of fair vs. dark isnt only popular in India. Several Asian countries like Thailand and China as well as some Caribbean islands have dealt with these issues since colonialism.But who wouldve thought, a campaign purely focused and based in India, could be just as relevant to South Asians living here? Sure, were not bombarded with Fair & Lovely ads even though youll see them sitting on shelves of most South Asian grocery chains, but if you dont hear it subliminally from your peers or parents at home, youre constantly seeing magazine after magazine covered in the same face.But no, this isnt a blog post about adding more diversity to the media we consume, but for myself at least, its about constantly being reminded to not get “too dark” and at the same time, build up some self-esteem and not let it affect you. Hiding in the shade and not being able to stand up for myself, is stuff Ive done in the past. Even though Ive embraced my chocolate-brown skintone, its unfortunate to know this ugly reality still exists in some households — including my own.I can sugarcoat the situation and say things in the next 10, 20 or 50 years will change, but I have little hope. These days, we may not want to associate beauty with the colour of ones skin but the implications of not getting too tanned or having to lighten our faces before we post photos on Facebook shows we have a long way to go.