EMPIRICAL STUDY ON UNDERSTANDING THE ETHICAL BEHAVIOUR OF FAIR AND LOVELY MARKETING COMMUNICATION IN TARGETING INDIAN AUDIENCES

• Main Author: Arla Andini, Shafira
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68026
• Institution: Institut Teknologi Bandung

This research paper focuses on the empirical study used to examine Indian audiences' perspective on the marketing communication of Fair and Lovely. India holds a great percentage of market share on skin-lightening products alone (Gajanan, 2020), the promotion of beauty standards in the nation is supported by the remarkable skin-whitening brand in the nation, Fair and Lovely. The marketing communication that the brand delivers towards the Indian audience lies upon the promotion of beauty ideals constructed on racial standards, the discriminatory sexist stereotypes, and prejudices related to skin colou. So far as the brand’s marketing delivery to the Indian audience to be achievement of high social status, great spouses, happy family, and looking exquisitely beautiful once using and purchasing the skin-whitening product, whereby although these classified as to be the true happiness, success, and fulfilment of the Indian women. Therefore, the question on whether ethical approaches are adopted on the marketing of the brand or if it is dismissed, alongside the impact that the marketing communication has created for the Indian audiences. A qualitative research method was adopted in order to focus on the human experience, exploration of thoughts, beliefs and values, the method involves interviewing 10 Indian participants from different locations in India through a semi-structured interview. Analysis of data is collected through NVivo software which reveals themes and partatern dictated within the data. Findings of this research study based on participants interview and literature review shows that unethical practices are conducted by Fair and Lovely in the brand’s marketing communication for the Indian audiences, these are detected though; brand’s false advertisement, false perception, lack of inclusive brand ambassadors, and the shortfall of diverse and inclusive marketing communication of Fair and Lovely. The research study conclude analyzation on Fair and Lovely’s ethical positioning in the light of Indian audiences, examine the perspective of Indian audiences on the marketing activity of Fair and Lovely, evaluating the Indian audiences' level of receptivity to Fair and Lovely, and determining whether Fair and Lovely has had a positive or negative impact on the Indian audiences. In response to the research question of this study it is concluded from the findings which revealed Fair and Lovely has communicated an unethical manner in marketing the brand’s products. According to the research's conclusions, unethical business practices are linked to India's past history, how racial prejudice is portrayed in advertisements, how well a product works, and how it affects Indian consumers by creating insecurity and having a negative impact. In recommendations of this research study it includes; inclusivity and diversity which are highly valued, as well as adopting inclusive brand ambassadors that results in higher attraction towards the brand, gaining devoted clients, and promoting a better company image. Furthemore, elimination of false advertisements, depicting realistic beauty ideal for the Indian audiences, and using secure components in Fair and Lovely skin-whitening products and the brand’s products in general. In order for Fair and Lovely to have a more favourable response from Indian audiences promoting the product using the appropriate messaging terms to express their brand to the audiences, such as promoting healthy skin rather than fair skin will give out a positive delivery of beauty towards the Indian audiences.