4Ps TAKE : Yawn!
We may be bored of stale ad concepts, but clearly HUL’s Fair & Lovely is not. It is still continuing with its age-old masala mix to promote the brand. Haven’t the makers of the ad heard the saying ‘The only thing constant in life is change?’ The storyboard is repetitive; the only difference is that the basic theme revolves around a dance competition instead of a beauty-pageant. The communication is weak and fails to create any impact among the viewers. The father asks his daughter to study who is instead busy taking care of her complexion for a forthcoming dance competition. Wonder what’s the relation between dancing & fairness? It’s foolhardy to believe that the judgement of the panel is dependent on the dancer’s complexion rather than on her ability to dance. A warning for the makers of the ad: you can’t take consumers for a ride for long. It’s high time HUL gets a ‘fair’ idea about what good concepts are... or maybe being the dominant player in a niche segment does that to you... we mean, makes you complacent.For more articles, Click on IIPM Article
Source : IIPM Editorial, 2008
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