race against racism

BE WHO YOU ARE

SKIN DARKENING CREAM

VINIT TIBREWAL

Objectives

Campaign against color abuse of ‘Fair & Lovely’.

Communication on positive aspects of maintaining darkness.

Prepare a promotional campaign for the darkness cream.

Brand Name – ‘Black Beauty’ Skin Darkening Cream

Target Market – Pan India

Target Market Reach – 30-35%

Target market share – around 15-20% in the first year for the facial cosmetic cream segment.

Price of the tube – Rs. 20/- for 35gm tube.

THE

PRODUCT

PRINT ADS (With the aim of posturing a positive value of skin darkness)

Usage of print ads

Bill Boards in metros & other tier I & II cities.

Newspapers – Front or back page (half page size)

Magazines (Genre – Bollywood, Business etc.)

Posters in Delhi Metro, Kolkata Metro

Posters inside retail showrooms & malls

Banners on company trucks & vans

TELEVISION COMMERCIALS(As a promotional campaign for the product)

COMMERCIAL’S conceptShowing success stories of dark people like APJ Abdul Kalam, Rajnikanth etc.

Arousing the sense among the mass that – ‘You don’t need to be fair to achieve something in life’

Showing the advantages of the product

- Positives on skin- No side effects- Price (Value for money)

FREQUENCY:During prime time in all the major national & local channels (selected on the basis of TRPs)

Social awareness

programs(As a campaign against Racism)

Social awareness

programsTie-ups with NGOs to conduct & promote social events

Celebrities (endorsing my brand) to visit events to pull mass, and also to spread the message

Programs in Major metro cities – Delhi, Mumbai, Kolkata, Chennai, Bangaluru, Ahmedabad & Pune.

Motto to spread – BE WHO YOU ARE.

Pamphlets with product features & details to be distributed.

Free sample distribution during the event.

Brand ENDORSEMENTS(Celebrities to be featured in TVCs & Events)

Kavitha Krishnamurthy P T Usha Bipasha Basu

Rajnikanth Ajay Devgn Sushil Kumar

TELEVISION APPEARANCES(As in related reality & fictional TV shows)

TELEVISION APPEARANCES

The issue of ‘Racism’ or Color Abuse can be taken up in ‘Satyamev Jayate’, the Amir Khan show on Star Plus (with protest against Fair & Lovely)

The TV daily soaps like ‘Saat Phere’ (Zee Tv) or ‘Laagi Tujhse Lagan’ (Colors) which showcase problems of girls with dark skin color, can be used to promote the cause or even the product.

Theatrical Promotions to be followed.

THANK YOU