Clean and Dry Intimate Wash campaign promises Indian women lighter-coloured vaginas

Well if it’s out there you advertise it. This ad for for Clean and Dry Intimate Wash promises to make Indian vaginas ‘fresher, cleaner and fairer,’ fairer not in the sense that half the population can have one but lighter in colour. And capable of turning a miserable poppet into just what her husband ordered.

As you’d expect it’s aroused a bit of a storm, some saying it reinforces the Indian caste system (where the higher-ups supposedly have lighter skins), others just saying ‘yuk.’ Will Clean and Dry take off in other markets? Wouldn’t be at all surprised. The orders are probably rolling in from Dallas and Knightsbridge even now..

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.