Indian Men asked to “Join the Whitening Revolution”
Nivea for Men has invited Indian men to participate in its new campaign, “Join the Whitening Revolution”. Nivea India is supporting the launch of Nivea for Men with a local campaign that invites men to beauty action through TV, print ads and POS materials. The campaign aims at establishing “Whitening” as the term for male fairness products.
General Manager, Nivea India, Kai Bendix said, “The more than 500 million Indian men are a tremendous, yet untapped potential for the cosmetics industry and for Nivea.”
From a marketing perspective I know that the market for “whitening” products is particularly big in Asia and the Middle East. The same marketing or product wouldn’t fly in many places in Africa, especially South Africa… “So, you want me to become white? How insecure do you think I am?”
However the new targeting towards men is very interesting. This stuff would fly in Middle Eastern Countries, I once insulted an Arab man by asking him if he was from India or Pakistan and got So Pissed! So there you go.. next market for launch… UAE, Abu Dhabi, Oman, Saudi Arabia…
exellent stuff fo men,branding values the most in todays world.