Treading on that Fine Line? - Caselets in Marketing Ethics
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Caselet 1: Emami's Marketing of Men's Fairness Creams
"These products and their advertisements reinforce an old Southeast Asian bias that you have to be fair to be beautiful... Sunscreens, skin-whitening, fairness creams - they are all the same."1
- Prahlad Kakkar, Advertising Consultant and Ad Guru, in 2007.
"Everyone wants to look better. What's the difference between a woman using lipstick, Europeans using skin-tan lotion, and an Indian skin-lightening cream?"2
- Alyque Padamsee, Advertising Consultant and Ad Guru, in 2007.
1] Parul Gupta, "Indian Men Go for the Light
Look to Win Women," www.thestandard.com.hk, September 7, 2007.
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