The thought process behind this project was to promote the cause of 'Anti-Racism' through the product. The cream has just been used as a tool to fight the cause. I haven't focused on the sales promotions of my (imaginary) product as such, since i believe once the cause is popular among the mass, the sales will automatically follow. Hope to convey the idea.

1. BE WHO YOU ARE
SKIN DARKENING CREAM
VINIT TIBREWAL

2. Objectives
Campaign against color abuse of ‘Fair & Lovely’.
Communication on positive aspects of maintaining darkness.
Prepare a promotional campaign for the darkness cream.

3. Brand Name – ‘Black Beauty’ Skin Darkening Cream
Target Market – Pan India
Target Market Reach – 30-35%
Target market share – around 15-20% in the first year for
the facial cosmetic cream segment.
Price of the tube – Rs. 20/- for 35gm tube.
THE
PRODUCT

4. PRINT ADS
(With the aim of posturing a positive value of skin darkness)

11. Usage of print ads
Bill Boards in metros & other tier I & II cities.
Newspapers – Front or back page (half page size)
Magazines (Genre – Bollywood, Business etc.)
Posters in Delhi Metro, Kolkata Metro
Posters inside retail showrooms & malls
Banners on company trucks & vans

12. TELEVISION COMMERCIALS
(As a promotional campaign for the product)

13. COMMERCIAL’S concept
Showing success stories of dark people like APJ Abdul Kalam, Rajnikanth etc.
Arousing the sense among the mass that – ‘You don’t need to be fair to achieve
something in life’
Showing the advantages of the product
- Positives on skin
- No side effects
- Price (Value for money)
FREQUENCY:
During prime time in all the major national & local channels
(selected on the basis of TRPs)

14. Social awareness
programs(As a campaign against Racism)

15. Social awareness
programsTie-ups with NGOs to conduct & promote social events
Celebrities (endorsing my brand) to visit events to pull mass,
and also to spread the message
Programs in Major metro cities – Delhi, Mumbai, Kolkata, Chennai, Bangaluru,
Ahmedabad & Pune.
Motto to spread – BE WHO YOU ARE.
Pamphlets with product features & details to be distributed.
Free sample distribution during the event.

16. Brand ENDORSEMENTS
(Celebrities to be featured in TVCs & Events)

17. Kavitha Krishnamurthy P T Usha Bipasha Basu
Rajnikanth Ajay Devgn Sushil Kumar

18. TELEVISION APPEARANCES
(As in related reality & fictional TV shows)

19. TELEVISION APPEARANCES
The issue of ‘Racism’ or Color Abuse can be taken up in ‘Satyamev Jayate’,
the Amir Khan show on Star Plus (with protest against Fair & Lovely)
The TV daily soaps like ‘Saat Phere’ (Zee Tv) or ‘Laagi Tujhse Lagan’ (Colors) which
showcase problems of girls with dark skin color, can be used to promote the cause or
even the product.
Theatrical Promotions to be followed.

20. THANK YOU