1.

Evaluate the marketing communication adopted by HUL for

promoting Fair &Lovely brand.
Evolution of advertisement
In the initial years of its launch in 1980s, HUL promoted Fair & Lovely as a means of making women more
desirable to prospective grooms.
With the onset of competition, the focus shifted on Fair & Lovely helping in achieve the success in career and
depicted it as key to success.
Communication methods
It uses affective as well as cognitive component in marketing communication.
Affective communication by focusing on daily life issues like finding a groom or girl child being compared to boy
child.
Cognitive on the other hand is by explaining the biological mechanism in increasing the fairness
It uses visual cues by showing various stages of fairness, color strip to measure fairness and pointing to dark spots
on the faces.
The way of communication changed but the underlying theme remained that dark complexion stops you from
achieving your dreams and fairness is the key to success