Yousuf Rangoonwalla - And above all be fair

In this Godrej India Culture Lab talk held 25th January 2013 senior strategic planner at BBH Yousuf Rangoonwaala gives us an insight into the growing trend of the desperate need to be fair in Asian countries. He uses research conducted while he was in Indonesia and explores how the phenomena of fairness has crept into markets all across Asia, where lives were once proudly sacrificed to gain independence from 'white people'. He looks at the sociocultural reasons as to why fairness has become the standard for beauty in the region.