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Skin cream brand rails against beauty industry and India’s obsession with fair complexion

Banjara’s, a brand of skin cream, has launched a campaign in India to oppose the stigma that darker skin is socially undesirable.

In a two and a half minute video created by agency India/2, a girl is offered a tube of skin-whitening cream by her mother ahead of her marriage as she assumes that her husband will not look kindly on dark skin.

The film, titled ‘Be Fair to your loved ones. STOP asking them to become FAIR’, launched first targeted at India’s southern markets and has generated more than 2.5 million views two weeks since posting.

Ramesh Vishwanathan, MD of Banjara’s commented: “We wanted to change the perception that fair skin does not mean beauty. A woman should feel gorgeous in her natural skin colour. 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 brand also supports a movement against colour bias called “#proud of my colour”,

Team credits:
Client: Banjara’s
Team: Ramesh Vishwanathan, Aparna Lakshmi, Arvind Jha, Manish Sinha, Prabahakar S, Krishna Mohan R
Agency: INDIA/2
Creative: INDIA/2
Account Management: INDIA/2
Planning: INDIA/2
Production: INDIA/2
Director: PRABHAKAR S

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