Clean & Clear / Every Skin Color Glows
Tackling skin tone discrimination in India
To tackle a somewhat surprising problem in modern day India we worked with creator Sejal Kumar to document real stories from real teenagers in order to spread the message that no matter what the colour, every skin glows.
Johnson & Johnson skincare brand Clean & Clear wanted to produce an optimistic and inspiring Social Video campaign with a powerful underlying message and help to dispel the notion that "fairer is better" - a view still prevalent in Indian society. Our client had a product with a purpose; to make every consumer’s skin glow regardless of tone and they wanted to trial the use of an influencer, and looked for guidance on how to best use key opinion leaders to disseminate a message across social platforms.
We proposed the use of real people, with real stories and conceived a film that would document the genuine experiences of young, Indian teenagers from a variety of social backgrounds. What we discovered was that no matter their circumstances, many of them faced the same struggles and assumptions, even discrimination when it comes to skin tone.
Brave Bison teamed up with popular India influencer Sejal Kumar to create a series of social posts as well as a highly produced campaign video to tell the emotive and yet often heartwarming stories, experiences and attitudes they’d had. The result was a somewhat cinematic film, featuring Sejal as she journeys across India. We tackled the difficult subject initially with a sense of humour; the video beginning with a funny montage of our girls reading out and responding to ludicrous, stereotypical comments about skin tone. Once we’d established the problem, Sejal went on a journey across India to help us understand how we can start to fix this problem of skin tone discrimination. The video was published on Sejal’s YouTube channel so we were careful to create a film that felt natural to the talent and what her audience were used to watching.
The video received an overwhelmingly positive response. Sejal became a real advocate for raising awareness of the problem and took it upon herself to start a movement with social posts, encouraging her fans (Clean & Clear's target audience) to share their personal experiences.
The hero campaign video, along with a behind-the-scenes vlog from Sejal received over 246k views, 16k likes, and 1.2k comments. Sejal's Insta stories received over 4 million views. Her Instagram poll asking fans if they'd ever faced skin tone discrimination achieved over 108k impressions. Sejal's Instagram videos received over 101k views, 196k likes, and 780 comments.