Free Cultural Norms, Fair & Lovely And Advertising Case Study Example

In the light of AIDWA’s charges, how would you suggest Fair & Lovely promote its product? Discuss. Would your response be different if Fairever continued to use “fairness” as theme for its promotion?
Answer: The All India Women’s Democratic Association (AIDWA) brought on serious charges against HLL’ Fair $ Lovely campaign due to HLL’s controversial advertisement which promoted gender discrimination amongst other dangerous issues. AIDWA went ahead n filed appeals to the National Human Rights Commission objecting to three issues. It alleged that the advertisement were racist, showed preference to sons and were insulting women who work. According to me IDW was right on all the three grounds. The Fair & Lovely advertisement was insensitive and promoted gender discrimination which in a country like India is already prevalent. I would suggest that Fair & Lovely focus on promoting its product as a lightening and brightening agent rather than a “fairness” product. It is important that people understand that healthy skin is more important than fair skin. Marketing its product as a sunscreen, even-toned skin cream and anti-aging can score Fair & Lovely more points and fewer controversies. Additionally, any advertisements showing preference to sons and women getting ahead in their careers due to looks must be stopped immediately. The buyer today is very aware and checks ingredients. Healthier skin should be promoted by making women feel empowered in their own skin. In fact Fair & Lovely should introduce creams targeting dark-spots removal, anti-ageing, anti sun-tan, etc. Owing to its superior market share people will try their new products. This will also help Fair & Lovely diversify. My response will remain the same even if Fairever continues to use the fairness theme. There is nothing wrong in fair-skinned people wanting to preserve their natural color. Nor is there any problem with people wanting to improve their skin color. The problem is with discriminating based on color. If Fair & Lovely champions a campaign for healthy skin, I feel it will do much better even if the completion continues on the fairness theme.
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