fair and handsome

Ad: Fair & Handsome

Brand Strategy

An Ad which sells

“Dreams”…..

Changing Lifestyle of Men

Men specially “Youngsters” have started visiting Parlours quiet often.And those who can not afford it, search for alternative measures.

Emami: Fair and Handsome

Survey by Emami on Peoples Perception for a

good looking Man• A survey was conducted by Emami,

to know about a ‘Perception’ that girls like to have a Tall, Dark and Handsome Partner.

• The Result showed that this concept is applicable only in foreign countries.

• Indian girls prefer a Fair Partner or atleast a Man with similar complexion.

Boys• Young • Collage going• Dark Skin

Target

CB: Identify the segment of consumers that have these needs.

Why different creams for Men and Women??? (CB: Need

Arousal)• Girls have Softer skin

compared to boys

• Boys have “Rough” skin compared to girls.

Differentiation• Girls fairness creams

are ineffective on men's skin

• This cream is suitable for men's rough skin

CB: Positioning new products to meet the needs

Now the product comes into the picture…..

• A Fairness Cream,

Only for Men

CB: Developing marketing strategies to ensure the communication.

And the Dream comes true…

• Fair skin for men: only in 4 weeks

CB: Delivery of product benefits

Happy Ending!!!

CB: Satisfaction of Consumer Needs