Banjara’s Skin +ve beauty cream has launched a TVC that takes on Indian obsession with fair skin, positioning the product as one that helps create ‘Gorgeous skin, in any colour’. The Tamil film conceptualised by India/2 went live on 9 May.
The story is that of a young woman, who excels in basketball. When she returns home from a successful game, her father is overjoyed, but her grandmother admonishes him, It is revealed that she has been concerned about her dark skin since her childhood, and more so now, as the girl’s potential suitor is about to visit in three months. The young woman’s pain is narrated in her own words. When Rahul visits, she asks him while on a walk if he would have preferred a fair girl. He says he likes ‘this gorgeous one’, referring to her. The supers read: ‘Be fair, to your loved ones. Stop asking them to become fair’. The product and its proposition are introduced with the #proudofmycolour.
A second film coming up will portray affinity of advertisers to portray only ‘fair girls’.
Ramesh Vishwanathan, MD, Banjara’s, said, “We wanted to change the perception that fair skin does not mean beauty. A woman should feel gorgeous in her natural skin color. The focus of skin products should be on healthy skin and not skin lightening. The highlight of this short film will be to educate people to get over their unhealthy obsession about fairness.”
The film is part of a larger campaign, initiated on social media over four months ago.
Krishna Mohan of India/2, said, “We learnt a lot from the movement against colour bias that we launched #proudofmycolour. We built a community of almost 2 lakh in a period of just four months. And the support we got from our ‘mavens of colour’ be it the girl next door (in their hundreds) or celebrities like Padma Lakshmi, Radhika Nair, Nidhi Sunil has been astonishing.”
Insights from the #proudofmycolor campaign went into making of the film.
Team: Ramesh Vishwanathan, Aparna Lakshmi, Arvind Jha, Manish Sinha, Prabahakar S, Krishna Mohan R
Production house: INDIA/2 Productions
Director (film): S Prabhakar
Music: Dr Divakar Subramaniam
Online promotion (of the film): Manish Sinha, Arvind Jha (Pariksha Labs)