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Emami Fair And Handsome pitches âradianceâ instead of fairness, ropes in Salman Khan
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The brand has deserted its âfairnessâ proposition and stresses on being âandar se fairâ with âbhai ki creamâ.
Emami Fair And Handsome, a leading fairness cream brand has undergone a transformation of sorts. One, it has changed its positioning from fairness to radiance. Second, the brand has signed Bollywood star Salman Khan as its new face while its previous brand ambassador was superstar Shah Rukh Kahn whom it had signed in 2007.
Emami released two ads featuring Salman Khan. The one for the Fair & Handsome Radiance Cream marked the change in brand positioning. In it, we see the actor tout the creamâs benefits such as sun protection and âinstant radianceâ and handsomegiri. The second ad was for the Fair & Handsome face wash that too spoke about radiance.