Fair and Lovely asks young girls to aspire for the sky

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | April 16, 2009
Endemol India had earlier created advertiser funded programmes for another Hindustan Unilever brand, Rin

DD National is acting as a platform for 12 young girls to give wings to their dreams. The show, Fair & Lovely Chhoo Lo Aasman, promises to bring the best out of these participants by putting them under the spotlight on the national channel. The show is a 26 episode weekly reality series aired every Wednesday at 10 pm on DD National and debuted on March 25.

The show, an advertiser funded programme by Endemol India for Hindustan Unilever's (HUL's) skin care brand, Fair & Lovely, has 12 girls performing various tasks assigned to them.

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Deepak Dhar, country head, Endemol India, says, "We strive to offer content that is definitive and different. Extending our expertise in the branded entertainment space, we have partnered with HUL and Doordarshan in creating a property which commands an instant connect with HUL's target audience."

For the show, 12 girls have been chosen from all over India. The selected candidates have made it to the television show after successfully completing a series of tasks assigned to them while auditioning for the show. The girls are being judged for their confidence, leadership skills and ability to perform under pressure.

The girls have to prove their mettle by attempting tasks related to their respective vocations. Each week, one participant is eliminated and only three participants will make it to the finals. Actors Farooq Sheikh and Neena Gupta are the judges and the show is being anchored by small screen actor Shruti Seth.

In the past, Endemol India created similar advertiser funded programmes such as Rin Mera Star Super Star, promoting HUL's Rin. It also created Chala Change Ka Chakkar for Kurkure (PepsiCo). Both these shows appeared on STAR Plus.

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