Companies like Coke, Pepsi, Unilever etc are spending big money on advertisement over the 10-20 years to create an emotional connection between their targeted customer to their brands. Most of these multi national companies uses Social Medias, print medias and television to reach the mass. Slowly people are getting habituated with their products and dependability is also increasing simultaneously.
Some of the companies are even taking shortcut to brand themselves by scratching an emotional weakness of their consumer and through tapping their consumer’s craze, e.g. every Indian parents wants their kid to be more intelligent strong, and tall and every mother wants to be fair, white and youth looking.
Easiest shortcut they are using false claims in advertisement and exaggeration in packaging design. I noticed that the specialty exaggeration is selling high in South Asia.
Here are some examples:
“Complan” a health drink brand of Heinz Indian Pvt Ltd, Claims that it can help children increasing height twice as fast.
Multigrain noodles such as “Maggi” (Nestle brand) and Top Ramen (Nissin brand) claims to be healthier than the regular variety.
Some biscuits that claims to be digestive and helps us to loose weight and some other energy drinks that claims to make out children do better in examination.
“Fair & Lovely” a fairness cream brand of Hindusthan Lever Limited, claims it can help us to turn our black skin to white within 4 weeks.
Here is little more about skin whitening cream, excerpt from Guardian.
“In the ancient scriptures, epics, or folk tales, the good character is always portrayed as being fair in complexion, suggesting that the fair are fair dealing and the dark complexioned has evil intentions,” explains Shyamala Bhatia, an associate professor in history at the Bharati College, University of Delhi.
Add to that a history peppered with colonization by lighter-skinned invaders from the west, inequalities introduced by the caste system and 200 years of British rule, and it becomes clear why the concept of fairness being superior is embedded deep within the Indian psyche.
“During the Raj, the idea that those with fair skin were superior came with the packaging. It was never spoken about and there were no propaganda campaigns – it was just understood. The very fact the you were being ruled by pale skinned people meant that they were superior to the natives – you looked up to the white man,” explains Dr Premen Addy, a senior lecturer in Asian and international history at Kellogg College, Oxford.
Read more on Guardian.co.uk
As per some mainstream Indian news Food Safety and Standards Authority of India (FSSAI) is planning to prosecute Heinz India, GlaxoSmithKline, AbbottIndia and other mega-companies in 19 such cases of false advertising.
Image source: flickr