LUX launched with the promise, “Beauty Soap of Film Stars,” featuring Bollywood's most beautiful actresses.
LUX is a very popular beauty soap in India with penetration as high as 65%. In India, the past decade saw competitive brands also using actresses, thereby diluting LUX’s distinct imagery and sales as well.
Our objective was to strengthen the Lux’s connection with Bollywood and regain Lux’s iconic image as the ‘Beauty soap of Film Stars’ and sales.
To regain the authority of the brand over Bollywood beauty and glamour, we created the FIRST of its kind televised Bollywood Awards event which celebrates only WOMEN OF BOLLYWOOD. The theme of LUX GOLDEN ROSE AWARDS was “Where Stars become Legends” and it associated LUX with these ‘Timeless Bollywood Beauties.’