This case describes various marketing activities undertaken by Emami and gives an overview of fairness cream industry, competitors and their strategies to gain a share in the new growing segment. The brand manager wonders whether the new brand will add some value to the corporate brand Emami, whether positioning aimed and extensive use of TV media and choice of a brand name is appropriate. The company is deliberating use of celebrity endorsement for the brand. Relevance of segment choice and targeting decisions for communication and ethical issues are posed. The case also highlights likely future scope of the product in the light of competitive retaliation by HLL and other players.