The desi brands flaunt kumkumaditailam, hal-di, chandan, kesar, badam as effective potions for a glowing skin. Some like Himalaya Neem even caricature a damsel in distress because of the rash on her face. The protagonist makes the lives of every family member miserable making them prepare sandalwood paste, make frantic calls to big brother to send imported creams and when those treatments fail, she covers her infected patch with a new hair style. Then, she has a brainwave about the good old Himalaya Neem and gets back her glowing skin. “Babyji jab pata hi tha pahele use kyon nahin kiya?” The underlying message is that nothing works better than the traditional remedies offered by the Himalayas. The fairness farce is fast moving in the direction of the paint ads. The more worrying thing is the permanent effect of these fairness performance enhancing products on the skin. It is also somewhat strange that the yardstick of beauty continues to revolve round the traditional concept of fairness. Globalisation has had no effect on this trend; foreign brands in India happily join this retro journey at least their communication seems to indicate this. In fact the traditional Indian concept of beauty was much wider and inclusive; the dark complexion was celebrated as a major beauty attribute. Great male icons like Rama, Krishna and Shiva are anything but fair. Bipasha, Sushmita and Kajol are beauty icons and none of them are fair. A noticeable change in communication is even seen recently in the much maligned male deo-spray category. Communica-tion in this category, like that in the fairness cream segment has also, as one National Creative Head summarised, mostly been around “varying levels of undressing and seduction with 50 of the girls falling all over deo using men.” Prax Deodorant refused to join this bandwagon. Their new communication is all about chilling out. A young boy in a crowded train thinks of using Prax Deo. In the process he also wants to be a little playful. He rides a suitcase and acts as if he were riding a bike! A fellow passenger joins him in the game and sits behind the suitcase playing his biker girl and then the whole compartment joins in the vroom game enlivening the tedious train journey. When the young man gets down at his station he leaves behind a waft of refreshing deo and a compartment full of energised passengers. Insight-ful, refreshing and eye catching communication which is being talked about is what ads are all about. It’s time the fairness cream communication refreshes itself and finds a new connect with the evolving consumer.

Источник: Asian Age (blog)

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