Business Case Studies & Business Publications

What's in a name? That we call fair by a...

Bakshi, Abhinav, V...

Case

What's in a name? That we call fair by any other name will it sell as well?

Bakshi, Abhinav; Vijayalakshmi, Akshaya

IIMA-MAR0528 | Published September 14, 2022 | 11 pages Case

Collection: Indian Institute of Management, Ahmedabad

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Learning Objectives

Emami is facing the heat from activist-consumers as well as its competitors. Competitors have renamed their cosmetic products by dropping the controversial word 'fair.' This was in response to the Black Lives Movement that erupted in the United States in May 2020. However, the movement against fairness is somewhat muted in India and is mostly occurring amongst urban, highly educated, younger cohort who are unlikely to be the users of the product anyway. The significant consumer base yearns for fairness and is willing to spend money on products which help them achieve the same. In such a scenario, how should Emami respond to competitor actions and consumer-activist pressure? The case provides an opportunity to discuss the significance of the brand name, role of advertising and gender stereotypes.

To understand the importance of a brand name; To understand how brands can emerge from a crisis; To learn more about brand and society relationship.