5. In light of AIDWA charges, how would you suggest Fair & Lovely promotes its products?

Would your response be different if Forever continues to use fairness as a theme of its
promotion?
Answer: Any company that wants to operate globally, the first and foremost thing is to adapt
their business according to needs and wants of local people without affecting their culture. But
when HLL made two advertisements, they are objected to three things by AIDWA

Fair & Lovelys advertisement portrays racism.

Their advertisement promotes son preference.
Their advertisement insults the working women.

To counter these management of HLL undertake an advertisement campaign that will adapt to
the cultural norms of the Indian society that will be more acceptable to all segments of the
society. The new promotional strategy should not denigrate women but should show positive
virtues of womanhood. We believe this strategy will not only be ethical but will drive up Fair &
Lovely sales. So we can suggest that they should replace the theme fairness with something
that reflects good living, for example confidence.

6. Propose a promotion/marketing program that will counter all the argument and charges
against Fair & Lovely and be an effective program?
Answer: To make a successful marketing campaign, company should ensure that their campaign
will not affect the cultural norms and values. So we think the best idea to counter the charges by
AIDWA against Fair & Lovely is to ensure cultural superiority of India. So when their
promotional theme fairness was charged by the Indian culture they can replace it by
Confidence which would be more cultural appealing and ethical. . We will like HLL to
formulate promotional strategies that will project Fair & Lovely as a product that can give a
woman confidence to aspire to greatness and good living, promoting possibly smooth skin
instead of skin color.

7. Now that a male market for fairness cream exist, is the strength of AIDWAs argument
Weakened?
We think the existence of male market for fairness is not enough to diminish the strength of
AIDWAs argument because the primary aim of AIDWA is to ensure that HLL apply ethical
principles and generally growing cultural trends to promote its products responsibly. Like Fair &
Lovely, HLL should remove fairness as the theme to promote their male product.

8. Comment on using Shakti Ammas to introduce fairness cream to masses in the light
of AIDWAs charges?
The cast system is so acute in India. The lighter color represents a higher status and
positive value while dark as lower status. This is because Brahmins, the priestly caste at the top
of the hierarchy stay indoors poring over books while the under caste at bottom of the social
ladder are the dark people because the primarily work under the sun. The implication is that skin
color is closely identified with caste and is laden with symbolism. This became cultural norm
over time. Even this Shakti Ammas in itself is not ethical because it insult some of the Indian
gods like Krishna and other dark Hindu gods.
The Indian culture is shifting rapidly. In the past the preference of lighter skin has been very
important to Indian womens culture but shift in cultural trend has changed that perception. HLL
should conduct research on current cultural trend and modern role of women instead of
exploiting out-date and controversial cultural norms that are misfit to the present cultural
environment. We believe HLL should have not used Shakti Ammas in the first place but would
have conducted research that would have revealed the present cultural trend which is in line with
AIDWA views.