March 28, 2010

Heena from Mumbai Is Fem Ke Gore Gore Chehre of Maharashtra

Press release

New Delhi

Sunday, March 28, 2010

Winner to be the face of the brand in the new print ad
Contest receives around 2000 entries from across Maharashtra

Pune, March 28th, 2010: Fem Care, India’s leading and number one trusted fairness bleach brand,

today announced the winner of its unique consumer & beauty initiative ‘Fem Ke Gore Gore Chehre Of Maharashtra’. After several grueling rounds at the grand finale, Heena Mahimtule from Mumbai walked away with the coveted title of Fem Ke Gore Gore Chehre Of Maharashtra and an opportunity to feature in the brand's next print advertisement. Besides, the winner would get to share her beauty secrets on-air.

Priyadarshani Patil of Pune was adjudged the First Runner-Up while Sonal Nagarkar from Mumbai was the Second Runner-Up. Besides, Monali Nikam from Nagpur was adjudged Ms Congeniality. This pageant was organized to discover Maharashtra’s beautiful, flawless, fair face, a face that personifies the brand attributes of Fem.

Fem has started the initiative from Punjab a month ago and seeing the highly encouraging response, this initiative was extended to Maharashtra. The Maharashtra initiative has also received tremendous response with over 2,000 entries being received from 4 cities in Maharashtra - Mumbai, Pune, Nagpur and Nashik. Of these, around 400 participants were short listed for the four city finales. Following intense rounds of auditions that included an introduction round and question-answer session, independent judges selected three finalists from each city.

The finalists from each city have undergone a three-day rigorous grooming session with beauty experts in Pune before they came together to vie for the coveted title of ‘Fem ke Gore Gore Chehre of Maharashtra’. The Grand Finale of ‘Fem ke Gore Gore Chehre of Maharashtra’ was organized at Zambre Palace, Mukundnagar. The event was judged by an independent jury, which included popular Indo-Latin artist, the very talented singer and dancer Mouhini popularly known is CMoH.

The glittering evening of the Grand Finale saw the 12 charismatic young girls dazzling the ramp, showcasing a variety of dresses to impress the judges. Each of the promising contestants brilliantly vied with each other for the coveted crown, demonstrating their beauty and brains during the Question-Answer session. The event reached its crescendo with the announcement of the winner.

“As a pioneer in the bleach category, Fem – with this unique pageant – has taken its association with beauty a step further. This is a first-ever consumer beauty initiative taken by Fem. Enthused by the overwhelming response for the pilot initiative in Punjab a month ago, we have now extended this innovative and one of its kind beauty contest to Maharashtra. We are happy seeing Maharashtra’s enthusiastic participation for this initiative. The winners truly embody the values of Fem – fair and flawless skin,” said Mr. Byas Anand, Head-Corporate Communications, Dabur India Ltd.

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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