Feb 10, 2010

Fem Hunts For `Sohney Sohney Mukhde` Of Punjab

Press release

New Delhi
Wednesday, February 10, 2010
  • First-ever consumer beauty initiative taken by Fem
  • A mega beauty hunt in five cities of Punjab
  • Winner to get opportunity to go on TV
Ludhiana, 10th Feb, 2010: Fem Care Pharma, India’s leading & most trusted fairness bleach maker, today announced the launch of a mega beauty hunt in Punjab -- ‘Fem De Sohney Sohney Mukhde’. This pageant -- being organized to discover Punjab’s beautiful, flawless, fair face – will be conducted across the 5 cities of Ludhiana, Amritsar, Chandigarh, Patiala and Jalandhar. The winner of the contest will be crowned ‘Fem De Sohne Sohne Mukhde of Punjab’ and get a chance to appear on mainstream television.
Announcing the launch of this initiative,Brand Head-Fem, Ms. Medha Mohan said: “This is a highly innovative and first of its kind initiative taken by Fem. Punjab is one of the most crucial markets for Fem and so, we have decided to identify a face that embodies the values of Fem – fair and glowing face – a face that can truly be called ‘Fem De Sohne Sohne Mukhde’.”
The beauty hunt would be conducted across the 5 cities through both beauty parlours and high-streets. About 15-20 beauty parlours in each city have been identified for the activity and promoters would be enrolling consumers at these parlours. In addition, a mobile canter would also be seeking entries at major markets and high-streets across these cities.
The shortlisted candidates would be invited for a city finale and the three finalists from each city would vie for the coveted title of ‘Fem De Sohne Sohne Mukhde’ at a Grand Finale scheduled to be held in Chandigarh on March 7, 2010.
The fifteen finalists will be groomed and trained in a professional way to walk in the world of glitz and glamour. After a two-day grooming and training session, the fifteen deserving gorgeous girls will compete with each other at the Grand Finale. “After Punjab, we plan to roll out this initiative in Maharashtra as well,” Ms. Mohan said.
About Fem
Fem Fairness Bleach is the undisputed leader in the bleach market in India and has gained the trust and confidence of millions of users over two decades. It doesn’t just give fairness by matching the facial hair to the skin tone, but also helps the skin get a lasting glow by removing the tan, removing dead cells & unclogging the pores. Fem Fairness Bleach is a fast and safe way to get a fairer and healthier skin. Just 15 minutes of application provides 15 days of radiant looking skin.
About Dabur
Dabur India Ltd is one of India’s leading FMCG Companies. Building on a legacy of quality and experience for over 125 years, Dabur is today India’s most trusted name and the world’s largest Ayurvedic and Natural Health Care Company. Dabur India's FMCG portfolio includes five flagship brands with distinct brand identities -- Dabur as the master brand for natural healthcare products, Vatika for premium hair care, Hajmola for digestives, Réal for fruit-based beverages and Fem for fairness bleach.
For Details :
Mr. Byas Anand Corporate Communications Dabur India Limited PH:- 95120-3982000, 3001000 extn 2101/2547 Fax: 95120-4374935 Email:corpcomm@dabur.com

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