Indiantelevision.com Team

(8 November 2007 2:00 pm)

MUMBAI: Elder Healthcare Ltd. (EHL) which recently launched the 'Fairone Man' for the men's fairness cream market has unveiled its brand campaign.

Actor Anuj Saxena who is also the managing director of Elder Healthcare Ltd is endorsing the brand himself. Positioning the cream as 'Real thing for Real Man', the TVC of the campaign recently went on air.

The ad is aimed at kickstarting a debate on 'Man' in real life situations and the necessity to look good and presentable even in day to day activities, and not just to 'attract girls'. Fairone Man is using this as a differentiator from the other products.

EHL hopes that Saxena's multi tasking personality, helps him characterize a real man. The ad targets the urban educated males, ready to experiment with personal grooming products and geared for a new development in life.

The TVC been produced by Maverick Productions; the creatives are done by Everest and is directed by Sanjay Gupta.

To craft the special effects in the ad, a special Hollywood makeup man was also flown in to create the mask peeling sequence. The production cost of the commercial is approximately Rs 10 million.

Fairone Man have initiated a blog (http://faironeman.blogspot.com), which it claims is the first of its kind in the fairness industry so far.

The blog is open for all to comment over male grooming, the fairness cream industry and various aspects related to personal grooming for men. The aim of this blog is to create a buzz about the male grooming through the online medium.