Posted:
Shah Rukh to give Emami a 'fair' deal
RATNA BHUSHAN
TIMES NEWS NETWORK[ MONDAY, JUNE 18, 2007 02:36:32 AM>
NEW DELHI: Some modern philosophers have always said the ideal human state is androgynous. The man-woman concept is a language-perpetuated tyranny that only facilitates oppression of women. To achieve the state, the human slate would have to be wiped off clean.
Thinkers and theorists would be pleased to know that Bollywood, that crucible of hip and hamstrung ideas, is fashioning a script that aims at achieving that state.
Its reigning god (yes, only gods can break the rules) Shah Rukh Khan is going to pitch for a fairness cream. King Khan, as they call him, and Queen Khan as they may call him after he endorses Emami's Fair & handsome brand. The man has merged into a woman — the ideal state.
Khan is not doing this for the first time. Two years ago, he created a storm in a bathtub by selling Lux. Now, he's all set to create a storm in a tube. SRK's commercial is expected to hit the boob tube in a month. Khan's earlier essay on that ideal state won some value back for the Lux brand. And this time he's giving it another shot, hopefully, aiming for the perfect take.
Experts say Shah Rukh could do for Fair And Handsome what he did for Lux. The ad gathered so much publicity, and generated so much shock and awe, that after the commercial, it not only arrested declining brand fortunes, but also led to a spurt in sales. "The commercial could not have come at a better time for Lux, as it was in its 75th year and badly needed some clutter-breaking activity," a source at JWT, the agency which worked on the account, said.
Recognising the potential for men's fairness creams, the Rs 600-crore Emami had forayed into the segment over a year back. Recently, HLL too extended its power brand Fair & Lovely to Fair & Lovely Menz Active targeted exclusively at men.
According to industry estimates, about 30% of fairness cream users in India happen to be men, and that they have been closet users of the product. The total fairness cream market is estimated at little over Rs 800 crore. Further, a Gillette survey cited by Euromonitor states that urban men in India spend an average of 20 minutes in front of the mirror each morning, while women primp for 18. All this is obviously great opportunity for marketers like Emami & HLL
economictimes.indiatimes.com
RATNA BHUSHAN
TIMES NEWS NETWORK[ MONDAY, JUNE 18, 2007 02:36:32 AM>
NEW DELHI: Some modern philosophers have always said the ideal human state is androgynous. The man-woman concept is a language-perpetuated tyranny that only facilitates oppression of women. To achieve the state, the human slate would have to be wiped off clean.
Thinkers and theorists would be pleased to know that Bollywood, that crucible of hip and hamstrung ideas, is fashioning a script that aims at achieving that state.
Its reigning god (yes, only gods can break the rules) Shah Rukh Khan is going to pitch for a fairness cream. King Khan, as they call him, and Queen Khan as they may call him after he endorses Emami's Fair & handsome brand. The man has merged into a woman — the ideal state.
Khan is not doing this for the first time. Two years ago, he created a storm in a bathtub by selling Lux. Now, he's all set to create a storm in a tube. SRK's commercial is expected to hit the boob tube in a month. Khan's earlier essay on that ideal state won some value back for the Lux brand. And this time he's giving it another shot, hopefully, aiming for the perfect take.
Experts say Shah Rukh could do for Fair And Handsome what he did for Lux. The ad gathered so much publicity, and generated so much shock and awe, that after the commercial, it not only arrested declining brand fortunes, but also led to a spurt in sales. "The commercial could not have come at a better time for Lux, as it was in its 75th year and badly needed some clutter-breaking activity," a source at JWT, the agency which worked on the account, said.
Recognising the potential for men's fairness creams, the Rs 600-crore Emami had forayed into the segment over a year back. Recently, HLL too extended its power brand Fair & Lovely to Fair & Lovely Menz Active targeted exclusively at men.
According to industry estimates, about 30% of fairness cream users in India happen to be men, and that they have been closet users of the product. The total fairness cream market is estimated at little over Rs 800 crore. Further, a Gillette survey cited by Euromonitor states that urban men in India spend an average of 20 minutes in front of the mirror each morning, while women primp for 18. All this is obviously great opportunity for marketers like Emami & HLL
economictimes.indiatimes.com
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