HUL brand Glow and Lovely

Will HUL brand Glow and Lovely's latest branded content let consumers forget its fairness brand positioning?

In this week's semiotic analysis, Hamsini Shivakumar analyses the brand's music video created with rapper Dee MC. She says the brand hasn't found its own voice through the video or evolved the visual and verbal signs of progressiveness, but it has simply adopted the formula learnt from culture to tick the right boxes for the anti-colourist crowd