Kenyans have once again raised their voices against alleged discrimination after a casting call was made online by Invogue Management.

The agency which deals with talent management of models announced that a client was looking for a TV food show host.

“Our client is urgently looking for a fun, energetic, adventurous, charismatic, male or female personality/aspiring host that loves cooking and all things food,” the advert read in part.

But the ideal candidate should possess the following qualifications; First and foremost, he/she should be of light complexion.

"This makes me understand why vera sidika bleached, I have all the qualifications apart from being light skinned," lamented one Allegrace Muthama after seeing the casting call.

But one of the users who had also shared the post came out to defend the criteria.

"Don't hate people... has it occured to you that the target audience goes wider than just for black africans? Every adverts has a target market & audience. Thats why a coke will often look different than a safaricom ad for instance... Next time ask why rather than hating! It always wise to approach a situation that you don't understand or feels unfair to you. The WHY is always better than the HATING. We learn everyday," Nina said.

She also got support from Lawrence who reiterated that each job has its own character requirements.

“Nothing racist or discriminating about the post each job has it's own character requiments. Especially in the world of advertistment and media.. So you only fail when you victimze yourself. When you complain you are only looking down on your ownself..” he pointed out.

But this only infuriated the users, with media personality Ciku Muriuki giving her two cents;

So the implication herein, according to Nina's deeply condescending rebuttal, is that dark skin is only suitable for an African audience. Any audience wider than that would be horrified at the sight of any skin tone darker than the lightest caramel. Got it.

This uproar comes at a time when skin lightening use is not only rampant but also accepted and even celebrated. Cases of women and men changing their skin tone to ‘acceptable’ shades has become a norm, among them celebrities and media personalities.

Socialite Vera Sidika has proudly become the poster child for skin lightening in Kenya after she sensationally underwent a drastic tone change. A change she has said makes her happy and has helped her business.

Nigerian-Cameroonian singer Dencia went a step beyond just lightening her skin, she created a line of skin lighteners called Whitenicious. A line she had insisted is not a bleaching agent but a dark spot remover.

South African singer Nomasonto "Mshoza" Mnisi, now several shades lighter, says her new skin makes her feel more beautiful and confident.

But it's not just the women who are lightening their skin. Congolese singer Francois Matumona known to many as General Defao shocked many Kenyans when he debuted his bleached skin during a visit to the country last year.