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Jaswanth Jegan

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“India’s Fairness Obsession” Failed Marketing Strategy #2 Fair and Lovely’s deep-rooted story highlighting fairness as a key to success has been met with criticism. For the last two decades, they have been pushing the same idea in order to sustain in market, you must be fair.This move led to a change in the fair and lovely marketing strategy, mainly because of the USA’s strong protests against racial discrimination. Multiple online petitions and signature campaigns demanded a ban on the product. Then, in 2014, the Advertising Standards Council of India banned ads that portrays people with darker skin tones are inferior to those having a fair complexion after several controversy and petition against the product it was renamed in 2020 from “Fair & Lovely to Glow & Lovely”

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