Banjara's has launched a new ad campaign, "Be Fair to Your Loved Ones, Stop Asking Them to Be FAIR," which focuses not on skin lightening but rather on appreciating all shades of skin.
Skin lightening advertisements typically equate darker skin with the idea of being less attractive and having less access to new opportunities. Meanwhile, the notion of lighter skin is routinely equated to a better life.
In short, the market is filled with products that promise lighter skin and advertisements that shame darker skin.
By launching this new campaign, Banjara's is asking women (and men) to love their skin color, changing the category of skin lightening products from a necessity to a mere option.