1) Emami conducted a survey in India that found that unlike in foreign countries, Indian girls prefer partners with a fair or similar complexion over tall, dark, and handsome men. 2) Fair & Handsome cream was created by Emami to target young, college-going men with dark skin by providing a fairness product suitable for men's rougher skin, positioning it to meet the need for fairer skin among Indian men. 3) The ad promotes that Fair & Handsome cream can deliver the dream of fair skin for men within 4 weeks by satisfying consumer needs for an effective male-focused fairness product.

1. Ad: FAir & HAndsome
Brand Strategy

2. An Ad
wHicH sells
“dreAms”…..

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

4. Emami: Fair and Handsome

5. 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.

6. Boys
• Young
• Collage going
• Dark Skin
Target
CB: Identify the segment of consumers that have
these needs.

7. Why different creams for
Men and Women??? (CB: Need Arousal)
• Girls have Softer skin
compared to boys
• Boys have “Rough”
skin compared to
girls.

8. 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

9. Now the product comes into
the picture…..
• A Fairness Cream,
Only for Men
CB: Developing marketing strategies to ensure the
communication.

10. And the Dream comes true…
• Fair skin for men: only
in 4 weeks
CB: Delivery of product benefits

11. Happy Ending!!!
CB: Satisfaction of Consumer Needs