Fair & Lovely's (FAL) ad for its newest offering, Max Fairness, is directing the mass male fairness cream section.
The drive has been cracked by the squad at Lowe Lintas Mumbai, which comprised Neha Mitra, creative director; Anupam Basu and Seema Hethya handling copy and art and Madhu Noorani, executive creative director respectively.
Uzer Khan looked after the direction work of 30 Seconds of Fame.
As per a recent study by JP Morgan, the male fairness section is presently approximated to be around Rs 4.1 billion and is nurturing ahead of the overall skin care section in the domestic zone.
At present, in addition to Max Fairness, there are four versions of Fair & Lovely accessible in the market, comprising Fair & Lovely Antimarks Cream Fair & Lovely Ayurvedic Cream, Fair & Lovely Multivitamin Cream, plus Fair & Lovely Menz Active.
According to the company's latest annual report, after soaps and detergents, which is the biggest revenue churning segment for HUL, personal products comes second, contributing 28 per cent of the overall revenue.
Kiran Khalap, co-founder and managing director, chlorophyll stated, "Young professionals continue to be the main target group, especially those who are looking for their first - or may be the second - job, who are conscious about the way they present themselves," adds Khalap.
As per Raghu Bhat, founder director, Scarecrow Communications, "This means the fairness creams are being targeted to slightly older males as well. The idea of 'creating an impression' is not new, but I did find the treatment and sound track riveting. Short snappy dialogues create the effect of a verbal fencing match - and the twist at the end adds the much needed touch of machismo - something this category thrives on. It's not as memorable as the Fair and Handsome ad. So some aspects of the communication need to be strengthened," he added.
Sandip Mahapatra, vice-president and head, planning, McCann Erickson Delhi stated that male fairness is not a trouble-free category to target.
"Respectfully, the idea of fair skinning is a difficult one to carry off. Some amount of over-compensating is, therefore, understandable. I am surprised though that we're borrowing from a shaving construct to get to the main point."