Glow & Lovely, previously known as Fair & Lovely surprises audiences with an impactful message via their recently launched anthem ‘The Glow & Lovely Anthem’. Perhaps the name change was just the first step towards the evolution of what was to become a historic story of a brand that evolved with the aspiration and changing needs of its consumers. The powerful lyrics reverberate in Aima Baig’s voice communicating, ‘mitti ke 100 Rung hein. Aik rung main aik rung tu. Khud se kia hai jo waada. ussey pura kar. Tu hi tou hai Roshni. Andhairon mein ujaala kar.’ Calling to attention all women irrespective of their skin color, the song urges them to embrace their inner glow and the self-confidence that comes with defining one’s own identit Stripping aware for words like ‘fairness’, ‘whitening’ and ‘lightening’; the visual communication used in the anthem is definitely a first for the brand. Unlike the previous collaterals, the anthem showcases a diversity not only in skin colour but also professions, social status and more. Thus, reinforcing the brand’s pursuit of progressive evolution in representing a multidimensional all-inclusive beauty. The power of the anthem also lies in the inspiring personalities featured, the likes of Hajra Khan – Pakistan women football team captain and Sumaira Waris – the first Pakistani female tabla player, to name a few. The powerful lyrics reverberate in Aima Baig’s voice communicating, “mitti ke 100 Rung hein. Aik rung main aik rung tu. Khud se kia hai jo waada. ussey pura kar. Tu hi tou hai Roshni. Andhairon mein ujaala kar.” Calling to attention all women irrespective of their skin color, the song urges them to embrace their inner glow and the self-confidence that comes with defining one’s own identity. Offering more than just a name change, it’s exciting to see Glow & Lovely embracing a progressive transformation of its overall communication whether it be via name, visuals, words, concept, or more. Taking one step at a time, the brand stays true to its promise of continuing to empower. While finally having to witness the brand’s decade long transformation, one can’t deny Glow & Lovely’s efforts towards projecting positive beauty.