FAIRNESS CREAM- Fair and Lovely

BRAND COMMUNICATION: Fairness leads to self-confidence and success in

life
Target Audience: Low & Middle Class consumers
http://www.youtube.com/watch?v=fHhKqgOiAs0
http://www.youtube.com/watch?v=L0_h31E9t30


The ad reinforces the cultural norm of power distance, which has a rating of 7.199 and the concept of
inequality in the context of women
It plays on the Self-esteem norm, which was the second most dominant value- it shows that it is important
to have self confidence and thus resonates with the dominant belief
Cooperation as a dominant belief is also hinted at, as the Fair and Lovely is given to the protagonist by a
friend
The need for Individualism is portrayed as the end result is a confident, go-getter type of woman
It introduces the norm of Personal grooming, which is given a low rating of 3.371
The high rating given to Utilitarianism(7.423) is acknowledged, and cognitive benefits are also conveyed
FAIRNESS CREAM- Fairever
BRAND COMMUNICATION: Fairever gives women the confidence to write their
destinies and become successful
Target Audience: Low & Middle Class consumers
http://www.youtube.com/watch?v=fHhKqgOiAs0
http://www.youtube.com/watch?v=L0_h31E9t30

Shows that women can control their own fate- resonates with the low rating given to Fatalism( 4.397)
Reinforces the Self-Esteem norm, by communicating that self-belief is needed to write your own destiny
Co-operation, a dominant cultural norm, is not used in the communications
By showing women as the enpowered, it goes against the prevailing cultural norm of inequality
The norm of Individualism is enforced, as the women makes her own decisions, often against the wills of
family
Introduces the cultural norm of Personal grooming