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. y The modern era of capitalism has given free hand to the corporate giants to play all the dirty tricks ranging from deceptive advertisement to the destruction of social values of any society. y The marketing of fairness cream that plays on people's insecurities and fear.y In South Asia there is a widespread preference for fair skin and this has been exploited by the manufacturers of fairness creams.
About 20 per cent consumers of Fair & Lovely .y Fair & Lovely for men (Menz Active) is a product of Hindustan Lever Limited(HLL) y It is the market leader in the category of fairness creams y According to an HLL spokesperson.one of HLL's mega power brands are men. .
Before using the Cream After using the Cream .
y A professional stuntman is not given the opportunity to become a Hero because of his complexion y After using the cream the director likes him and he becomes successful .
.y The company is trying to project that men without fair complexion cannot be successful. y Clear discrimination on the basis of complexion y It is putting them in an inferiority complex that they would not be preferred over fair men even though they possess superior skills than them and the only reason is their complexion.
y Ads should not be misleading y The realistic benefits of a product should be highlighted y Ads should not exploit the socio-cultural values .