Sonakshi & Mom come together for Fem Bleach campaign

Dabur India Ltd, India’s leading natural personal and beauty care Company, is bringing together Sonakshi Sinha and her mom Poonam Sinha for the first time in a new ad campaign to promote the new and improved range of facial bleaches under the brand Fem. The campaign will see the mother and daughter duo sharing screen space for the first time ever.

The new campaign shows Poonam Sinha, a former Miss India in real life, sharing her natural beauty secrets with her actress daughter Sonakshi Sinha. The duo take forward Fem’s message of ‘Long Lasting Healthy Fairness’ which comes from natural ingredients like Saffron, Pearls and Milk. In the campaign, both Poonam & Sonakshi show the Mother-Daughter bond and how mothers are seen as a daughter’s true friend and guide, helping them shine like a star.

Announcing the new campaign, Sanjay Singal, Marketing Head (Skin Care), Dabur India Ltd, said: “Fem is the most trusted beauty care brand from the House of Dabur. Fem has been the pioneer in bleach category in India for more than two decades providing healthy fairness , and  now enjoys over 55% share of the bleach market. Sonakshi Sinha has been advocating the benefits of Fem Bleaches as the route to healthy & safe fairness for over two years now, and has successfully helped in getting more and more people to switch to Fem Bleaches. FEM Bleaches today stand for giving healthy fairness through natural ingredients like Saffron and Pearls. It’s the first bleach that is dermatologically tested and widely accepted by experts. With this campaign, we are establishing Fem’s new range as being so natural and safe that even mom’s recommend it for their daughters beauty care needs.”

In the new TVC, created by Law & Kenneth, Poona Sinha only wants to recommend natural skincare products that are well tested and recommended by experts, to her dear daughter Sonakshi. She also compares her days where getting these ingredients and making skincare recipes were time consuming and difficult. Thanks to FEM, these natural skin care remedies are now available in ready-to-use and safe formats. “I have always believed in natural ingredients and most of the cosmetics that we used for our daily beauty care were prepared using our kitchen ingredients. I have always recommended natural ingredients and products to Sonakshi as they make you look beautiful and stay beautiful. Now, things are much easier as consumers like Sonakshi get the benefits of natural ingredients like Saffron, Turmeric etc in ready-to-use formats with products like Fem,” said Poonam Sinha.

Sonakshi Sinha added: “My mother is my skin advisor, she is my skin expert at home and always recommends natural ingredients and remedies for beauty care. So she was very happy when she realised that Fem now comes packed with the same natural ingredients that she has been recommending to me for years now.”