MUMBAI: Indian society is at the cusp of a new beginning with more and more women having stories of grit and passion to reach their objectives by overcoming internal and external challenges. Breaking every stereotype, women in India are embracing unique professions and passions. They are the #IndiaKaNayaChehra. With such an active lifestyle, women are on the lookout for a face care product which is not for superficial beauty but that would nourish the skin from within.

Celebrating this new face, Emami, the Indian FMCG major, has launched a BoroPlus Healthy White fairness cream.

The television commercial has been directed by Kopal Naithani, one of the most promising women directors in the Indian ad business. 

The film shows the face of today’s power women of India. This is a country where girls like Avani Chaturvedi ( the first Indian woman fighter plane pilot) or Riya Yadav (a second-year student becoming the youngest female rider to conquer Khardung La - the World's Highest Motorable Pass in Ladakh). The television commercial champions this incredible spirit, depicted by the women pilot and biker, who march on to fulfil their ambition - uninhibited by the harsh environment around them. ‘She’ is not afraid of any obstacle coming in her way and overcomes all barriers to achieve her dreams. 

Emami director Priti A Sureka says, “Today’s woman is #IndiaKaNayaChehra as she goes ahead in her pursuit to achieve her objective without worrying about external and internal aggressors. The existing beauty creams in the market offer solutions to your skin conditions but only from the outside. The skin which is exposed to the harsh environmental conditions every day needs more than just a product to make it healthy. That is where BoroPlus Healthy White Fairness Cream comes to your rescue.”

The key communication was to focus on today’s woman power. It is not about skin whitening but about the fair opportunities for women.