The underlying reason is that HLL did not have any cultural elective or exclusive rights not to consider the basic business customs in its environment. From AIWDA to see ways it can adjust its promotional strategy either to avoid or to adapt its advertisement to a more culturally acceptable promotion strategy. The underlying reason is that HLL did not have any cultural elective or exclusive rights not to consider the basic business customs in its environment. So, to promote fairness cream (Fair &Lovely) with such culturally unfit advertisement is not only unethical but also socially irresponsible.