Empirical Study on Understanding the Ethical Behaviour of Fair and Lovely Marketing Communication in Targeting Indian Audiences


  • Shafira Andini School of Business and Management - ITB


This research paper focuses on the empirical study used to examine Indian audiences’ perspective on the marketing communication of Fair and Lovely. The brand’s advertisement lies upon the promotion of beauty ideals constructed on racial standards, the discriminatory sexist stereotypes, and prejudices related to skin colour. Therefore, the question on whether ethical approaches are adopted or if it is dismissed, alongside the impact that it has created for the Indian audiences. A qualitative research method was adopted, hence involving 10 Indian participants through a semi-structured interview. Findings of this research study shows that unethical practices are conducted, these are detected through; brand’s false advertisement, false perception, lack of inclusive brand ambassadors, and the shortfall of diverse and inclusive marketing communication of Fair and Lovely. According to the research’s conclusions, unethical business practices are linked to India’s past history. In recommendations of this research study for Fair and Lovely to have a positive response marketing using appropriate messaging terms, such as promoting healthy skin rather than fair skin will give out a positive delivery of beauty to the Indian audiences.

Keywords: Advertisements, Fair and Lovely, Indian audiences, marketing, marketing communication, racial discrimination, unethical practices