MAM
IAA World Congress 2019 – execs stress on customer centric approach
KOCHI: The International Advertising Association (IAA) – a global organisation inaugurated its first ever World Congress in India, in Kochi in grand style. The marquee event saw an eclectic mix of thought leaders, spiritual gurus, entertainers, domain experts and industry professionals discussing the future. Bollywood superstar Amitabh Bachchan, spiritual guru Shri Sri Sri Ravi Shankar, Srinivasan Swamy Chairman & World President, International Advertising Association, Punit Goenka , MD & CEO, Zee Entertainment Enterprises Limited and Kaushik Roy, Vice President/Area Director, Asia Pacific, IAA Global were present for the inauguration ceremony.
Punit Goenka, in his opening address, stressed on the ‘Brand Dharma’ theme of the World congress, as the basic principle a brand should follow, to connect with its customers and society at large. He said “what matters at the end of the day is the deep connect a brand establishes with the audience and the language, dialects in which the brand speaks with the audience. Also, how purely and honestly does the brand believe in the culture and value system of the audience.”
Excerpts from some of the key sessions:
Bollywood super star Amitabh Bachchan also spoke passionately on the topic. He mentioned that –“Customer’s hard earned money is Dharma, and a brand should sell their products accordingly, that should become brand’s Dharma. He internalised the theme and said that “My face is present on over 24 product's packaging. Not endorsing tobacco and alcohol products, that's my Dharma.”
Spiritual guru Sri Sri Ravishankar said that If you believe in your product's quality, it is Dharma. He spoke about the dangers of the virtual world that had resulted in personality disorders in young children. He said that “Video games per say encourages violence in children. Too much of screen exposure to kids impacts their central nervous system and hence the screen usage shall be controlled.”
Nandan Nilekeni, Ex Chairman, UIDAI and co-founder & Non-executive chairman Infosys during his session on “How India uses Digital technology” spoke about how Aadhar has been essential to provide everyone a digital ID. He also asserted Aadhar was not a data gathering instrument and rather uses minimal data to fulfil two key requirements of providing a basic and unique identity document as well as to ensure welfare benefits reach the right person.
HANS Paul Burkner, Chairman BCG on his topic Tech for Good talked about how personalisation is possible and doable and is absolute must for most companies as new consumers are really expecting personalisation of information and now companies have the tech to make it work. He indicated the fact that in today’s society, Privacy is dead but security is a big issue and both these are interlinked as there is need of respecting privacy and security needs of the customers. There is an issue of collecting data stealthily and utilising for the benefit of select enterprise. For true personalisation, there should be transparency in collecting data and consumers should control the data collected to bring a balance in personalization and privacy.
Penny Baldwin, Senior VP and CMO, Qualcomm Technologies spoke about how Mobile is the world’s largest tech platform in the history of mankind and how Brand Dharma of Qualcomm is innovation. According to Penny Mobile is the largest technology platform with 8 BN connections all over world and There's a huge opportunity for marketers and advertisers to reach their audience even in remotest areas with the rise in data consumption.
Shivakumar Group Executive President-Strategy & Business Development, Aditya Birla Group, introduced the audience to the DUCA (Digitally unacceptable content and attitude) world. He mentioned that digital has become mainstream. Digital world consumers are more aware and more cynical and more distrusting. He said people trust people like them. In a digital world it is society not your stakeholder and not your board that matters. If you need to build trust you need to build that trust in society. He also shared nine lessons for brands to survive in the digital age that include, Collective experience is a dominant force, Internal culture and speed of company matters , ethical vs legal (more ethical), heritage is a driver of trust, reliability is the foundation of trust, Data handling , what will you do with it as privacy is big issue and hence brands should self-regulate, should have same standards for transparency for you and partners, have clear social media guidelines, junior people should not handle the social handles of senior agreement.
Jonas Kjellberg, lecturer, author, venture investor and co-creator Skype talked about three key gears building game changing companies and deploying capital. He spoke about customer acquisition, customer delight and zero cost innovation. Jonas said ,”what a customer loved before, today it has become commodity so there is need to spend time and energy on tomorrow ‘s delight through innovation and not only about today’s efficiency and functionality. Innovation in business model should be zero/ no cost innovation like Air B&B, Uber and Alibaba as these businesses gained from innovating and not imitating.
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 CÂ 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.
