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Company: Dabur
    View Company Scorecard / Contact Company
Brand: Fem Creme Bleach
Ad Title: Karwa Chauth
Business Category: Personal Products
Media Outlets: Television
Country: India
Region: Asia
Agency: unknown
Year: 2021
Target: Gays & Mainstream


Same-Sex Couples/Families

Theme Breakdown

AdRespect Score: 
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Two women prepare for a Karwa Chauth festival, a north Hindu tradition that celebrates marriage. Later, the women are a married couple and attend the festival.

The narrator says, “When you glow like this, how can the world not change its mindset?”

The ad has generated controversy on all sides. For the Karwa Chauth festival, a wife goes without food and water all day because this is supposed to endow her husband with a long life -- it's unclear how this would relate to a female couple's marriage. Also, skin bleaching is popular in India but is deeply rooted in colorism and colonialism.


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