The determination whether exploitation of cultural norms and values to promote a product is ethical or not is guided by the three ethical principles which provide a framework to help a business or market distinguish between right and wrong, determine what ought to be done and properly justify such actions. These principles are: Utilitarian ethics, Rights of the parties. So HLL‟s huge series of campaign that centered on the “fair girl gets the men ‟s attention” theme is unethical. On the other Caven Kare‟s Fair ever counter promotional strategy was more positive and socially responsible. Technically speaking that is an ethical exploitation of cultural norms and values. HLL is not ethical in its approach but we believe Cavin Kare ltd appeared to be ethical and socially responsible in its own approach.