"Fairever is not a crutch. It�s just a cheerleader that eggs you on," says Prakash Dharmarajan, brand partner and branch director, Orchard Advertising, which services the CavinKare brand. The Bangalore-based agency bagged the Rs 13-crore account from JWT last year.

The latest commercial for Fairever, which is the agency�s first for the brand, has an oblique reference to a recent ad for Hindustan Lever�s (HLL) fairness cream Fair & Lovely, which is the market leader in the category. Conceptualised by Lowe, the �air-hostess� ad for Fair & Lovely revolves around the travails of this dark-complexioned girl whose father pines for a son. The sad but gutsy youngster takes this up as a challenge. Through hard work - and after applying generous amounts of Fair & Lovely on her face - she lands a plum job as an air-hostess and takes her parents to a plush restaurant for a treat. ... more