Fair & Lovely Max Fairness: Goras get girls… and jobs!

It’s sad that Fair & Lovely is now busy parasiting on the insecurities of dark complexioned men as well, as if making dark complexioned women feel inferior for all these years wasn’t bad enough

So at least now makers of Fair & Lovely can't be dissed on the grounds that they make only the dark complexioned women feel like complete losers. With another new variant called Fair & Lovely Max Fairness, they have enlarged the scope of colour discrimination to include dark complexioned men as well.  
The television commercial (TVC) for the brand features a typical corporate interview setting, where all the suits are naturally pretty, fair and lovely. However on this occasion, the maha confident Fair & Lovely Max Fairness using candidate is seen grilling the prospective employers. He is the one asking questions, egged on by his fair skin shade, instead of the other way round. So it's role reversal. And this neat little trick works for Mr Fair & Lovely Max Fairness. He is hired on the spot, without any back-checks, without any queries. (Just for the record: the man's so-called confidence is actually smugness… I would reject the dude immediately… fair, brown or dark skinned, but I digress.)
Quite naturally, since this is a Unilever commercial, the mandatory 'brand window' makes an unwelcome appearance. So graphics are used to educate us on boring things like maximum sun protection, spot reduction, skin lightening and blah, blah. Obviously the brand manager wasn't feeling as confident as the featured candidate, so he/she didn't want to risk losing out on providing chemical gyan to us dumb viewers.
Now while it's commendable that they have moved away from the usual men's personal products ad cliché, which is that all of them are positioned to impress them chicks, the commercial is quite dull. And the brand window makes it even more tiresome. The dialogue is pretty trite, the body lingo uninspiring, and the situation itself is very off-putting. The only thing going for the commercial is the little twist in the tale, about the role reversal, and once that's out, it becomes torturous to watch the commercial the second time round. In short, poor advertising.
Just two quick points before I rush off to purchase a Fair & Lovely Max Fairness: One, it's sad that Fair & Lovely is now busy parasiting on the insecurities of dark complexioned men as well. As if making dark complexioned women feel inferior for all these years wasn't bad enough. And two, as far as the creative goes, please bring back the much impressed girls! I miss them already!




6 years ago

I read that Advertising Standards Council of India is a self - regulated body. Either this regulator is fast asleep or "self-regulation" means "self-serving" in this case. Both, perhaps!


6 years ago

The old adage "We get the leaders that we deserve" can be rephrased as "We get the ads that we desire"

Skin color, caste & religion based commercials and politics will continue to play with our lives into the foreseeable future.

Manali Rohinesh

6 years ago

Many people will be taken in by such products...with the ads greasing the process. More fool them. I'd rather be an intelligent consumer than a vain, emotionally manipulated, insecure person. If lighter skin complexion could be got out of a tube, then please prove this, by trying these products on blacks. Not hybrids like Halle Berry, who has the 'Indian' complexion or Mariah Carey who is white skinned, despite having a black father...but the real McCoy - Nelson Mandela perhaps.

Some people much rather pose with Neruda or read Isabel Allende for real, than waste time creating and making false impressions because at some point, the makeup has to come off. So there won't be much left to say for a relationship that is based on such shallow precepts.

Imagine conning a person into thinking you are something, which you are not, and this is about something basic and intrinsic like your skin colour - there are not many convincing explanations for skin colour to keep changing like a litmus test paper.

Permanent whitening of skin could be a Michael Jackson kind of a 'host-of-medical' problems issue but otherwise, such people are just deluding themselves, and on some level they know it.

Watching more intelligent advertising might help. Or better still, pick up an Allende book.


6 years ago

These are false, ficticios and befooling the public.They have no proof or test report jn support of their product tbat any dark complexioned person have been benefited.These are illegal,malpractice and should be banned.Consumer Forum is requested to come forward to initiate action against false/baseless product publicity unless they get it approved Govt.Lab


6 years ago

advertising by nature has to be shrill.have you ever courted a woman?.dont you remember how you would go out of your way to preen and impress -intellectually -carrying that plato republic /neruda poetry with you or showing off your gym clothes etc etc.
there is nothing dumb about the ad.it may not appeal to you.but it sells.thats what matters.the buyer decides it is good for him.playing on insecurities? .then what do you want ads to do?appeal to your sublime intellect?. clearly you havent sold a thing in your life


6 years ago

Indians' tend to exhibit Atavism still remembering their British rulers.Matrimony coloumns abund with demand for "Fair Girls". I wont be surprised if soon somebody markets
Fairness washing powder, offering a plastic bucket free for three kilos of purchase.

Manali Rohinesh

6 years ago

These fairness cream ads seem to play up the fiction that to achieve anything in life, you've got to be fair-skinned and not necessarily talented, intelligent or the possessor of any abilities apart from good looks. Besides Indians do have a fetish for fair skin - matrimonial columns are a good place to start a research on this subject - so these ads know they are pandering to some seriously insecure and deluded people.

I don't know any seriously dark complexioned person who has benefited from such products.

I personally think such ads should be mocked and satirised by say, cosmetic or lingerie brands which can show light skinned Indian or foreign models 'opting' to go and get a tan to look good in sexy lingerie. This would be such a laugh.

It's actually a reality though, that a lot of celebs abroad hit a bottle of tanning lotion or a salon to get that bronze 'healthy' complexion, which we Indians and Latinos are blessed with. If only more Indians woke up and started counting their blessings.

May be a trip to Goa will help, where a lot of foreigners want the 'coloured' complexion, which they are looking to acquire at the cost of courting sunstroke and skin cancer, and which leaves them looking like barbecued meat instead.

The IFCI scrip continues to be a puppet in the hands of market operators

Bond conversion: Where are the 'reports' coming from?

Lets first look at the 'conversion' story. Who triggered this rumour? IFCI officials told the media that they had no 'official' word from the government on the issue.

Then where were these stories coming from? Even after an extensive web-search, I could not narrow the source to any responsible publication. Theoretically though, only two types of entities benefit directly from such rumours-market operators and insiders (in this case government officials). They can take advantage of the price movement that follows such rumours and make a quick fat buck. Investors certainly don't benefit.

True or not, the market is naturally upset at the possibility of such a conversion of bonds to equity. If it actually happens, government holding in IFCI will rise to 42% (market reports suggest the conversion will be at par). The government already holds 28% in IFCI through banks and insurance companies (Life Insurance Corporation of India, General Insurance Corporation, IDBI Bank and Punjab National Bank). And, it clearly stands to gain if it increased its shareholding through a conversion to equity and then offloads a significant shareholding to a 'strategic investor'-which is also being speculated by the trader community.

 In 2007, there was a big brouhaha about government divesting its holding in IFCI. The move was dropped when prospective investors pulled out because of the lack of clarity about government control. That lack of clarity still exists. IFCI ostensibly has autonomy,
but it is an open secret that government has a vice like control on the company.

Restructuring plan: And now a bank

In February this year, the government appeared to have started work on restructuring IFCI with three options in mind-bringing in a strategic investor; merging it with a public sector entity; or allowing it to continue as it is. It has even called bids to appoint a consultant to look at various options and shortlisted three names last November-Boston Consultancy Group, Ernst & Young and Mckinsey & Company-but nothing came out of that.

Of late, the buzz around the IFCI scrip is that it hopes to secure a banking license (most investors have given up on the government finding a strategic investor). This is based on finance minister Pranab Mukherjee mentioning fresh banking licenses for private players and finance companies in the FY11 Union Budget. A banking license could breathe new life into the company, and make it more accountable-a welcome change from investors' point of view. But for all these hopeful rumours about a banking license for IFCI, there are also counter-rumours that the company is uninterested in a bank license.

In June 2009, managing director Atul Kumar Rai had told PTI, "I don't want to say that I would like to be ICICI because ICICI was converted into a bank ... What I would say is, now you see ICICI, after five years there could be an IFCI way also."

Unwilling to share information

The Registrar of Companies (ROC) had issued notices to IFCI on 22 and 23 April, 2009, seeking information on loans-against-shares of promoters pledged by leading business houses. The ROC had sought details such as disbursement of loans, list of non-performing assets, perks of its top officials, etc. RoC had also directed IFCI to furnish information about whether Mr E Sreedharan, MD of Delhi Metro Rail Corporation, had said (in his capacity as a director of IFCI) at a board meeting that he was unhappy with the functioning of the company. It had also hinted at some fraudulent activity in IFCI in the notices. However, instead of providing the information, IFCI moved the Delhi High Court for quashing of the notices.

The company has posted regular (though erratic) profits in the past four quarters and has been more or less consistently profitable from the September 2006 quarter (with only a couple of quarters of losses). In its FY09 annual report, its gross non-performing assets were at Rs51.5 billion, slightly higher than FY08. Its loans and share capital put together was Rs134 billion and investments were Rs41 billion. Its quoted investments (investments in companies listed on stock markets) had a book value of Rs17.5 billion and market value of Rs15 billion. The unquoted investments were much higher-Rs31.8 billion, of which Rs8.2 billion were in equity, Rs5.4 billion in preference shares and an ominous Rs18 billion was in others. Its freehold land was valued at Rs770 million in its FY09 balance sheet but the actual market value could be more.

In November last year, IFCI had said it had plans to offload its holding in some 16 companies including Hotel Paraag in Bengaluru (8.5%), Mela Hotels in Ghaziabad (4%) and Sun Granites Exports (16%). IFCI usually acquires these holdings in lieu of project finance. Sometimes when these companies don't buyback their shares it offers them to the public to recover its investments. Last year it took a Rs1.2 billion hit after the Hindalco rights issue devolved (it had underwritten it) and in June 2008 had taken Emaar MGF to court when the latter refused to return Rs500 million that IFCI invested in it in a pre-IPO placement.

In a December interview to Business Standard, managing director Mr Rai had said that IFCI had been revived but was not very clear about which lines of business it should pursue. He said that it has been lending for the last three years and has created fresh assets of around Rs30 billion each year. Its long-term cost of funds was around 9% and the strategy continued to be to lend where banks do not or cannot. In short a high-risk model.

IFCI has been planning to raise Rs 10bn to finance business expansion, but hasn't done it so far.

For investors, until there is stark clarity about the government's role in this company, how serious it is about inducting a strategic partner or how serious is the company about acquiring a banking licence -- in short, until there is a clear direction -- this stock will continue to be a puppet in the hands of operators and unnamed 'sources' who leak information to manipulate the price.

Disclaimer: The report is based on secondary sources and this writer's own experience of tracking the stock.



bharat gandhi

6 years ago

i had brought this rumour to the notice of moneylife n sucheta dalal on thier respective pages. cnbc broke this story n did not follow it up. i requested both of them to follow up the story with SEBI. u should not let this things happen. pl lodge official complaint with SEBI n finance ministry. thank u

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