Glow & Lovely has launched its new campaign, but why does it look and feel exactly like Fair & Lovely?
Glow & Lovely has launched its new campaign, but why does it look and feel exactly like Fair & Lovely?

“Fair, glow - it is all the same - all about bright and white skin. The re-branding seemed (pardon the pun) more a cosmetic exercise, perhaps to mitigate some of the flak faced over the years. The name may have changed, but the positioning remains the same. The audience will buy the cream irrespective. Unfortunately, that's how ingrained the whole idea of fair skin is,” said Srishty Chawla, Founding Partner, One Source.

To make sure consumers don’t forget Fair & Lovely is now Glow & Lovely, the advertisement illustrates the transition to the new name twice -- to really hammer it in the consumer's minds.

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Profiles, FeatureSrishty Chawla
Have women had enough of Imperial Blue’s 'Men Will Be Men' ads? Women from the ad and marketing world tell us their thoughts
Have women had enough of Imperial Blue’s 'Men Will Be Men' ads? Women from the ad and marketing world tell us their thoughts

"Men will be men is such an old and overused trope, and it is not okay - it never was. In a day and age when the struggle for gender equality is a very real issue, this kind of advertisement completely dismisses the fight for equality. Today when we need to stop objectifying women and teach one gender to respect the other, the thought process that Imperial Blue is trying to perpetuate - it doesn't matter what men do, it is excusable because men will be men - is harmful not for women, but equally unfair towards men. Portraying women solely as objects of desire, and portraying men as people who will do a good deed only to impress or 'get' a woman and are otherwise selfish and don't care about things that matter, is in poor taste towards both genders.

Today, brands are working towards communication that empowers. In such a scenario, Imperial Blue as a brand has a huge opportunity to explore and play with their positioning. It is time to let old habits and adverts die, and create new stories - positive ones! Funny doesn't need to be offensive or demeaning. I only hope that the adfolk at the brand and their consultancy realise this sooner rather than later!"

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Srishty Chawla
One Source - YourStory || Profile
One Source - YourStory || Profile

An integrated marketing firm with offices in Delhi, Mumbai, Bangalore & Hyderabad, One Source has clients across their Branding & Films, Content Marketing, Corporate Communication, and Digital Marketing verticals, such as Rebel Foods, BharatPe, Kotak Mahindra Bank Limited, Metropolis Healthcare Limited, and more.

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ProfilesSrishty Chawla
Fintech's PagarBook partners with integrated marketing consultancy, One Source
Fintech's PagarBook partners with integrated marketing consultancy, One Source

Fintech brand, PagarBook, which focuses on the Staff management solutions provider, that aims to drive visibility for PagarBook in its efforts to reach 10 million registered users by FY2021, today announced that they have signed on leading integrated marketing business impact consultancy, One Source. Involving investor relations, corporate reputation counsel, digital marketing efforts as well as consumer outreach across PESO media, the remit will be focused on building brand visibility for the brand across stakeholder groups.

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News CoverageExchange4Media
Fintech startup Valyu.ai signs on integrated marketing consultancy, One Source

New age fintech startup Valyu.ai, which focuses on the blue ocean Indian market for accrued advanced salaries, and is already working with close to a million of India’s employee base, today announced that they have signed on leading integrated marketing business impact consultancy, One Source. Involving investor relations, corporate reputation counsel, digital marketing efforts as well as consumer outreach across PESO media, the remit will be focused on building salience for the brand across stakeholder groups.

For One Source, the mandate will be spearheaded by Lead Counsel on the account, Abhishek Vissapragada, supported by the national team.

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Press ReleasesAfaqs
True Beacon partners with integrated marketing consultancy, One Source
True Beacon partners with integrated marketing consultancy, One Source

For One Source, this mandate will be spearheaded by Lead Counsel on the account, Chhavi Sharma, supported by the national team.

Speaking of the partnership, Richard Pattle, CEO, True Beacon opined, “At True Beacon, we wanted to change the way ultra-high net worth individuals interact with the Indian growth story. We built the firm on the values of client alignment, technology-enabled transparency and strategic value creation. This is where we found One Source exceptional in their digital-first approach, their focus on positively impacting partner bottom lines, and being forthright about the fact that on their growth depended on ours. That particular brand of consultants is rare globally, as we have found over decades of experience”.

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Press ReleasesSrishty Chawla