FMCG company Emami has relaunched Fair and Handsome, its fairness cream for men, with a new packaging and positioning. The TVC created by Situations Advertising features brand ambassador Shah Rukh Khan and went on air on 2 July.
The stated objective of the campaign is to strengthen the brand's position in the men’s fairness cream category. The 360-degree integrated campaign will see the company spend 20 per cent of the targeted sales of the brand for advertising, according to an official statement.
The company estimates the men’s fairness cream market in the year 2012-’13 to have clocked sales of Rs 329 crore, of which Emami claims a 58 per cent share, or Rs 191 crore (Nielsen).
On the relaunch, Mohan Goenka, director, Emami, said, “When we launched Fair and Handsome in 2005, the then consumer insight revealed that 30 per cent of fairness cream consumers were males. There was a yearning for men’s fairness cream, but no available option. It presented us with an opportunity to create a new category - men’s fairness in the existing fairness cream space. Recent research reveals men’s fairness category has evolved and men want more from fairness products, resulting in the advanced formulations in the new advanced Fair and Handsome. Today, the Fair and Handsome brand offers much more ‘zyada’ to become more than just a fairness cream. With the launch of the new Fair and Handsome, we aim to capture a sizeable market share in the booming men’s grooming product category, with a substantial increase of 40 per cent in our A&M spend for the brand over last year.”
The ad film revolves around Shah Rukh Khan’s ascent to super stardom by virtue of his quest for zyada (more) from life.
The film opens with Khan saying that he inherited blessings and not a big status as a legacy. Walking the red carpet for the premiere of a film titled ‘Ishq Wala Love’, he goes into flash back mode. He recalls the days of waiting in the crowds and watching the stars go by, with big dreams. While others slept, he recalls staying awake at night and working on his acting. He explains that he did all this as he always wanted ‘Zyada’ (more) from life. He made acting his life with Fair and Handsome cream accompanying him on the journey. Cut to the present: He spots a young boy staring in awe from the cheering crowd and hands him a tube of Fair and Handsome. The film showcases the results of the use of Fair and Handsome cream on the young man and the voice over states, “For the tough skin of men, the new Fair and Handsome offers more skin penetration, oil control, sweat control, sunn control and fairness.” The film ends with Khan saying, “World’s No 1 Emami Fair and Handsome - because men want more.”
The campaign will straddle outdoor, digital and print media.
Milind Nabar, creative director, Situations Advertising, said “The new campaign that talks to the youth has taken forward the long-standing relationship with Bollywood Badshah Shahrukh Khan. Interestingly, this campaign is built on what the product delivers and SRK's personal mantra – ‘Zyada’. The TVC is based on SRK's personal journey from being a Bollywood nobody to superstardom, all by the merit of his talent, self-belief and hunger for wanting more out of life.”
Client: Emami (Fair and Handsome)
Creative agency: Situations Advertising
Creative director: Milind Nabar
Production house: Canvas films
Director (film): Shakun Batra