Fair & Lovely: Gaining the lost ground
Ankur Garg
Campaign details
Brand Owner: Hindustan UnileverLead agency: Rapport WWBrand: Fair & LovelyCountry: IndiaIndustry: Skin care, sun protectionMedia: Outdoor, out-of-homeBudget: 1 - 3 million
Market background and cultural context
The circumstantial issues were as follows:
Geographical reach
FAL was present across 29 states in India, spanning 3,259,780 sq km. Most of these are completely media-dark geographies, not even reached by TV.
Infrastructural issues
This is the rural India in which 80% of loyal FAL users experience both irregular power...