06.24.16
Banjara, a natural cosmetic brand based in India, wants to change the relentless quest for 'fair' skin, which is applicable to many women. The company is leading a social media movement - #ProudOfMyColor.
The campaign aims to celebrate the accomplishments and achievements of people with dark skin to change the perception that dark skin does not equal beauty or is inferior in any way. A community of over 200,000 members has been created with vibrant user engagement and hundreds of personal stories being shared.
Ramesh Vishwanathan, Managing Director, Banjara's said, "A woman should feel gorgeous in her natural skin colour. The focus of skin care products should be on making the skin healthy and not lighten its natural colour. Our lofty ambition is to make India colour bias neutral by 2020. As a challenger company in the FMCG category - Banjara's is committed to it."
A few of the celebrities supporting the brand's mission are Padma Lakshmi, actor and writer; Renuka Shahane, actor; and models Radhika Nair and Nidhi Sunil.
Photo Above, left: Facebook/ProudOfMyColor
The New Skin +ve Beauty Cream
Banjara also developed a skin care range under the label 'Skin +ve' (read positive) that keeps skin healthy, hydrated and protected. The line's new Beauty Cream is shown above.
To launch 'Skin +ve Beauty Cream', a short film was created that shows how traditionally the pressure to be 'fair' begins at home. The film captures the conflict between the views of the older generation versus the ideas of the new generation that believes that natural beauty and personality is what defines today's beauty rather than skin color.
This film has received over 5 million views and has a cumulative 15 million reach till date and continues to be shared and liked by thousands every day.
Follow #ProudofMyColor on Facebook - it is India's biggest platform against colour bias, with some of the highest engagement rates seen on any Facebook page in the country.
The campaign aims to celebrate the accomplishments and achievements of people with dark skin to change the perception that dark skin does not equal beauty or is inferior in any way. A community of over 200,000 members has been created with vibrant user engagement and hundreds of personal stories being shared.
Ramesh Vishwanathan, Managing Director, Banjara's said, "A woman should feel gorgeous in her natural skin colour. The focus of skin care products should be on making the skin healthy and not lighten its natural colour. Our lofty ambition is to make India colour bias neutral by 2020. As a challenger company in the FMCG category - Banjara's is committed to it."
A few of the celebrities supporting the brand's mission are Padma Lakshmi, actor and writer; Renuka Shahane, actor; and models Radhika Nair and Nidhi Sunil.
Photo Above, left: Facebook/ProudOfMyColor
The New Skin +ve Beauty Cream
Banjara also developed a skin care range under the label 'Skin +ve' (read positive) that keeps skin healthy, hydrated and protected. The line's new Beauty Cream is shown above.
To launch 'Skin +ve Beauty Cream', a short film was created that shows how traditionally the pressure to be 'fair' begins at home. The film captures the conflict between the views of the older generation versus the ideas of the new generation that believes that natural beauty and personality is what defines today's beauty rather than skin color.
This film has received over 5 million views and has a cumulative 15 million reach till date and continues to be shared and liked by thousands every day.
Follow #ProudofMyColor on Facebook - it is India's biggest platform against colour bias, with some of the highest engagement rates seen on any Facebook page in the country.