MAM
‘Be a doer not a make believer’: Benny Thomas at Goafest 2016 Day 2
MUMBAI: ‘Actions speaks louder than words’ is perhaps a phrase that has been quoted to death and applied to all sorts of scenarios. The phrase is both a boon and a curse to use a famous quote as it makes people expect a lot or it is put in a ‘generic tropes’ box. Therefore when Crispin Porter + Bogusky‘s strategy head Benny Thomas started his speech with the phrase, not many ears perked up and nor were eyes raised. They did however, when the man played a few AVs of his company’s recent campaigns. Some of these were extremely popular and familiar international campaigns such as the ‘Pizza crust’ campaign the agency did for Dominos that saw their sales soar. Thomas clearly practiced what he preached– ‘Be a doer not a make believer.”
Addressing the fairly successful new creative agencies that aren’t the Leo Burnetts or O&Ms of the world, Thomas said, “Being a micro network amidst big layers, at some point when the start-up feel wears off and you start seeing a bit of success, it is easy to start wondering where you stand and lose direction. This is where ‘action’ will play a huge role in having to wonder in a world full of biggies on where we stand and not lose direction.”
Action to Thomas isn’t simply verbifying a message. “A compelling message is actually not that hard to create when you have a powerful copywriter or writer and an amazing man behind the cameras. But that is again a ‘message’ and not action,” Thomas clarified. “It’s the way the brand behaves is what will take the brand forward or make it stand out. Moreover, action also causes or asks for a reaction that can be the fodder for a whole new campaign. Some of the successful campaigns have come from people who could predict the reaction from consumers in advance and prepare ahead.”
A good example was how CPB advised a well distributed FMCG brand when it approached the agency to put it on the shelf, not announce it. “Put it on the shelf, let’s do a shelf test with millions of packets. We could see that the change didn’t affect the sales at all, and that became our campaign. We had a series of TVCs where we see a guy from the brand revealing what ingredients were changed, and no one could tell the difference!”
Which also brought Thomas to advise fellow creatives – “Don’t be afraid of the elephant in the room.”
“We often don’t face the embarrassing truths about brands. Confronting the elephant in the room, or being honest about shortcomings can bring brands way more closer to the people. It’s true for both humans as well as brands. Coming out honestly can help brands build a stronger relationship with consumers. If you avoid the elephant in the room, you will alienate yourself from the people you are catering to.”
In his ending note, Thomas emphasised the need for agencies to take brands as partners and not as clients, and that often depends a lot on how the creatives are positioned in the market. “Creatives often criticise and complain about brand managers or business owners not understanding a good creative idea or the concept and opting for something that looks less ‘quirky’ or smart. Agencies need to put themselves in their client’s shoes and that won’t happen unless creatives understand the business, and that won’t come from PPT projects.”
“Unless you run businesses yourself you can’t understand what challenges your clients have,” Thomas frankly stated. To bring in a perspective he went to share how CPB had built its own business by using their strength in design and creative solutions, such as a bicycle hiring service in the United States or producing and designing a bourbon bottle that they created, branded and then sold.
One take away from the session that added to the novelties that Goafest is often known to introduce was the phrase, ROC or return on creativity’. The phrase definitely got the auditorium full of budding creatives as well as old players thinking of their own ‘return on creativity. What do they really take away in the end? Was it clients, pay checks, awards, or more stories to tell?
Summer comes with intense sun exposure, sweat, and excess oil. The result is tanning, dullness, and uneven skin tone. Your skin may continue to appear tired if your routine stays the same. Therefore, a detan face wash is essential.
It can remove tan, cleanse thoroughly, and restore your natural glow when paired with a tan removal face mask, without over-drying your skin. Understanding how it works and why it matters will help you use it to get the desired results.
What Is a Detan Face Wash?
A detan face wash is a cleanser for addressing sun tan, pigmentation, and buildup caused by UV exposure and pollution.
It works on the following aspects.
- Surface cleansing by removing dirt, oil, and sweat.
- Mild exfoliation to remove dead skin cells.
How it works?
Function What it does? Exfoliation Removes dead, pigmented cells Brightening Reduces melanin buildup Cleansing Clears sweat, oil, and pollution Skin renewal Promotes fresher, even-toned skin
Why Your Skin Needs Extra Care in Summer
Summer conditions in India mean heat, humidity, and UV exposure. They can directly affect your skin barrier.
Common summer skin issues
- UV rays lead to more melanin, which results in tanning and pigmentation
- Sweat and oil clog pores, leading to acne and blackheads
- Dust and pollution make your skin dull and uneven
What happens without proper cleansing?
- Tan layers build up
- Skin looks darker and patchier
- Breakouts become frequent
Using a face wash for summer that removes tan can prevent this cycle.
Top Detan Face Wash Benefits for Skin in Summers
- Removes Tan and Brightens Skin
Detan cleansers contain exfoliating ingredients that fade pigmentation caused by the sun.
Result
- More even skin tone
- Visible brightness over time
This is the right way if you are searching for how to remove sun tan from face at home.
- Deep Cleansing Action
Sweat and oil trap dirt inside pores. A de tan face wash benefits in clearing this buildup.
Benefits
- Reduces clogged pores
- Prevents acne and blackheads
- Keeps skin breathable
- Controls Excess Oil
A de tan face wash for oily skin controls sebum without stripping moisture.
Ideal for
- Oily skin
- Combination skin
- Humid conditions
- Refreshes and Revitalises Skin
The skin feels heated and fatigued after sun exposure. Detan cleansers include soothing ingredients.
Effects
- Cooling sensation
- Reduced irritation
- Instant freshness
- Cleanses Without Drying
A good formula balances cleansing with hydration.
For example, the Detan face wash by Foxtale uses:
- Papaya enzymes for gentle exfoliation
- Vitamin C for brightening and antioxidant protection
Its sulphate-free formula removes tan and buildup, but also hydrates the skin. It is suitable for daily use in dry heat.
Key Ingredients to Look For in Detan Face Wash for Summers
Choosing the right ingredients determines whether your cleanser will work or not.
Ingredient guide
Ingredient Function Vitamin C Brightens, reduces pigmentation Papaya Enzymes Enzymatic exfoliation removes tan Aloe Vera Soothes sun-exposed skin Lemon Extract Mild astringent, helps cleanse Activated Charcoal Detoxifies, controls oil
These ingredients make a formula work in de tan face wash for men and women with outdoor-heavy routines.
How to Use Detan Face Wash Effectively
Consistency and technique matter as much as the product.
- Splash your face with lukewarm water.
- Take a small amount of the cleanser.
- Massage gently for 30–40 seconds.
- Focus on tanned areas (forehead, nose, cheeks).
- Rinse thoroughly and pat dry.
- Follow with moisturiser and sunscreen.
Frequency
- Twice daily (morning and night).
Use the cleanser with a weekly Tan removal face mask to get faster detanning results.
Who Should Use a Detan Face Wash?
A detan face wash is suitable if you:
- Spend long hours outdoors
- Notice tanning or uneven skin tone
- Have oily or combination skin in summer
- Want a brighter, fresher look without harsh treatments
It works equally well as a de tan face wash for men dealing with sun exposure and oiliness.
Final Thoughts
A detan face wash is an upgrade to your summer routine with a specific purpose. It removes tan, controls oil, and maintains clarity in conditions that naturally damage your skin.
Tanning fades slowly with the right ingredients and regular use. Your skin will appear clearer and more even. Results take time, so let your skin recover from sun damage by being consistent with your routine.
