Banjara's Launches #BinTheTube, A Campaign Against Fairness Creams Category

HYDERABAD, India, June 27, 2016 /PRNewswire/ --

Banjara's Herbals, the company behind Skin +ve (read as 'positive') beauty cream has launched a social media campaign #BinTheTube and #WinTheTube as a sequel to its #ProudOfMyColor campaign. Taking its stance against colour-bias further, the company is challenging the concept of fairness creams with a provocative and direct campaign - asking its social media followers and users to throw the fairness cream in the dustbin and show support for pride in natural skin.

The company believes that in a tropical country like India, where the skin pigment melanin makes our colour naturally darker while protecting it from harmful UV rays. While the 5000 cr fairness cream market has been a great opportunity for FMCG marketers, it has also managed to severely dent the confidence of young adults, furthered the concept that beauty equals fairness and solidified an already well entrenched societal bias for 'fair skin'.

In ACT 2, Banjara's wants young people to stay confident in their natural skin colour and #BinTheTube (read fairness creams). That is avoid or not buy or throw fairness creams in favour of beauty products that augment and enhance the natural skin colour and health.

That's exactly what their new product -  Banjara's Skin +ve offers to do. It keep the skin healthy, hydrated and protected.

Once again #BinTheTube is a digital only campaign using Facebook, Twitter and Youtube to drive this message amongst the mainstream audience. The campaign was launched last week and already over 15 velfie (video selfies) have been received. The company is posting all videos via its facebook page (https://www.facebook.com/banjarasherbalsindia/) and campaign microsite (http://www.banjaras.co.in/campaign).

#BinTheTube is an effort to undo the myth perpetrated by the Fairness Cream category that natural skin colour can be lightened or whitened.

Commenting on the communication objective, Ramesh Vishwanathan, Managing Director, Banjara's said, "This is phase two of our campaign against societal colour bias. As an FMCG company we are committed to making the skin healthy and not lighten its natural colour. Our lofty ambition is to make India colour bias neutral by 2020."

Links to the Facebook Page 

https://www.facebook.com/banjarasherbalsindia

About Banjara's: 

Banjara's brings a touch of nature in people's life to make them look and feel beautiful with the best effective hair and skin care products. Banjara's products are available across 60,000 outlets all over south India and prominent modern trade chains as well as e-commerce sites. From a humble beginning of just 6 different herbal beauty powders the portfolio is now 60 products strong. Banjara's is the main supporter of #ProudOfMyColor and #BinTheTube  movements and endeavours to launch products and campaigns with focus on healthy skin and not skin lightening and play the role of a challenger brand in the FMCG category.

For more information, visit: www.banjaras.co.in

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