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. In a time where skin-whitening products thrive off unrealistic ideals of fairness, we responded with an Influencer-led campaign that aimed to dispel the notion that “fairer is better”.

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.

We teamed up with popular India influencer Sejal Kumar to create a series of Instagram social posts as well as a highly produced YouTube campaign video to tell the emotive and yet often heartwarming stories, experiences and attitudes they’d had. 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 to start a dialogue to fix this problem of skin tone discrimination.

We scaled the conversation using Instagram stories to make the content live beyond the hero video and extend into an ongoing conversation.