Importance of Year-Round South Asian Representation

In a recent discussion highlighting the representation of South Asians, the sentiment of tokenism was emphasized. Many feel that South Asian visibility is often confined to specific events, particularly festivals like Diwali. Contributors voiced their concerns that brands frequently leverage these moments as mere marketing tools, rather than providing genuine representation of the community throughout the year. The essence of Diwali, which historically celebrates the victory of good over evil, should serve as a reminder for brands to engage more meaningfully with the South Asian community. It’s suggested that instead of accepting all opportunities from larger brands, individuals and organizations should critically evaluate offers, especially those that only arise around cultural milestones. A call was made for a broader representation that reflects the diversity and depth of South Asian culture, transcending beyond a singular narrative tied only to festive occasions. This reflection encourages brands and marketers to engage in a more authentic dialogue with the community they wish to represent, building trust and appreciation beyond commercial gain.