Branding is the process commonly used by designers and the marketing department. But it is
something that we use in our day to day life as well. Even if we neglect, we as
a society functions on trends. The people who tend to brand their products,
values, ideologies and thoughts efficiently are the ones who decide the trends
and we blindly follow them. At times voluntarily or forcefully. Such is the thing
with colour biases.
We have been imposing ourselves down since the age of Britishers. Accepted, that we were
under their influence for more than hundreds of years but we should not neglect
the fact that it has been 72 years of independence now. There are several
movements happing around the world to remove the prejudice but looking at our
culture we as Indians need to begin from the fundamental. Starting with the colours
of our deities. It is really strange that we have painted or visualised our deities
all in white. We should stop glorifying or promoting this colour. Proper education will
play a massive role to stop this. We need to amend many rhymes that able racisms
to take place right from our school age. Rhymes book are often depicted in
with white-skinned illustrations, which happens to build the fondness for the
fairer skin right from that age. We need to promote the Indian dusky skin
more than the pale white British skin. We should stop advertising the products
that focus more on the colour rather than the treatment of the skin. We need to build
confidence amongst the youth regarding this colour. Most importantly we
need to be proud, confident and optimistic about ourselves rather than demotivating
ourselves with someone else’s thought of beauty.
I doubt one can resist from complementing the Indian dusky women draped
gracefully in saree with almond-shaped eyes highlighted by kajal and the long black
platted hair with a flower tucked in and with the simple ornaments.
Hence, we need to be proud of ourselves, for the grace we carry, for the strength we
imbibe and grandly, we need to brand the colour right.