The latest Emami Fare and Handsome TVC is crafted by Situations Advertising; watch the TVC here
Neha Saraiya | Delhi | September 20, 2011
In 2005, Emami was the first in its category to foray into the menâs fairness cream market with âFair & Handsomeâ. This was soon followed by a couple of new entrants including the menâs variant of Hindustan Unileverâs âFair & Lovelyâ,Â NiveaâsÂ âMen Whitening Moisturizer & Facial Foamâ and Elder Healthcareâs âFair One Man Creamâ.
The competition became even more intense with the entry of Garnier in 2009 with its âMenâs Powerlightâ range of products. Today, with the menâs fairness cream market clocking a growth rate of 25-30 per cent per annum, companies are mulling not only new strategies to break through the clutter, but also portray the fair-skinned as âpowerfulâÂ and âsuccessfulâ with the usage of their products.
Banking on this insight, the latest commercial of âFair & Handsomeâ shows a boy hiding behind an umbrella every time he faces a girl. The TVC created by Situations Advertising features the creamâs brand ambassador, Shahrukh Khan, as a mentor, directing the boy towards the application of the cream for a new personality.
The brief given to the creative team was simple: how to make men who use female fairness creams convert to âFair and Handsomeâ which is specially formulated for tough male skin.
Mohan Goenka, Director, Emami, says, âThe primary objective for this campaign is to get conversion from those males who use female fairness cream, which will ultimately help us achieve our brand target. Thus, we are planning to spend a large amount to make the campaign successful and impactful.â
The theme of the campaign, âChupke nahin khulke jiyo Emami Fair & Handsome ke saathâ, centres around the low confidence level of the protagonist titled âSharmajiâ.
Talking about the campaign, Dibyendu Chakraborty, Account Planning Head, Situations Advertising, explains, âThe challenge was how interestingly we could show that a man, who relies on a female cream, absolutely lacks in confidence in facing the world, particularly girls. The idea came out of the observation that men who lack in confidence, prefer to hide themselves and not go to the forefront. And to do so they would find any route. The umbrella or even the record covers are metaphors to this tendency of hiding.â
While the earlier commercial (the one in a wrestling bout setting) showed a man being reprimanded by his coach (SRK) for using a female product, this commercial shows a man, who uses a female product and lacks confidence in facing the world. Both the commercials however are based on a single strategy -- that of communicating that men should stop using a female cream and use âFair & Handsomeâ, which is specifically made for them.
The 40-second master commercial was shot in Mumbai in two days.
Chakraborty further says, âSRKâs presence on the sets inspired all to give their best. He was very involved in the process and provided valuable inputs on making the commercial more effective.â
The company has planned a full campaign, using media like press, outdoor, online together with BTL along with a mega plan on TV and on-ground activation.
Creative: Situations Advertising
Production House: Canvas Films
Producer: Sanjiv Kishinchandani
Director: Aniket Sirke