The brand had to connect with the target audience at an emotional level by providing ‘self-assurance’.
Girls in small towns had the skills, but lacked the self-assurance to make a career in the service industry.
Young girls in small towns aspire for careers in modeling, television, fashion designing, etc., which were earlier accessible only to the metro girl. FairGlow gives the small town girl the assurance that she is looking her best and helps her to be successful in the booming service sector.
In addition to mass media, FairGlow through ‘Kaamna’ - a BTL initiative conducted seminars to provide the small town girl with information and guidance on her career options so that she could fulfill her dreams and aspirations.