Abhishek Bachchan, Aishwarya Rai feature in Lux's latest campaign

Mukta Lad, 02 November, 2009

Mumbai

In keeping with its reputation to rope in high profile Bollywood actors for brand Lux, HUL has now roped in Abhishek Bachchan and Aishwarya Rai in the latest campaign. The last campaign for Lux featured Priyanka Chopra in a Cindrella-esque setting. JWT has been behind both of these campaigns. 

Speaking to Campaign India, Tista Sen, executive creative director, JWT said, "We were asked to launch the best ever Lux soap, which is rich with beauty oils, for soft skin like never before. For most women in India a bath is a cleansing ritual rather than a beautifying process. The new Lux, with a new promise of “new luxury experience in bath – a luxurious process that  brings about noticeably softer skin and a new you." I take pleasure in knowing that all I need is my noticeably softer skin to disarm even the most unflappable men." 

Watch the TVC here:

The commercial begins with Aishwarya Rai having a leisurely bath in the tub. After she gets ready, Abhishek Bachchan comes home and sits down to read the paper. She sneaks in behind him and gently blindfolds him, while he just takes in the scent of her. What follows is a game of blind man's buff, where he is trying to get hold of her and her soft skin. 

Speaking about the idea behind the campaign, Sen says, "The campaign is part of the Lux brand idea that is 'Behave beautiful'. It encourages women to enjoy being beautiful, have fun and take pleasure in it. It is playful and demonstrates through soft skin, all the Lux brand values."

On the Abhi-Ash chemistry, Sen adds, "Ash has been the brand ambassador for Lux since the past 10 years. Who better than her to launch the new Lux. We wanted to portray her life when she is playing herself. To make the idea work beyond just a script, we thought of casting Abhishek with her. It is the couple coming together for the first time. They are real, in-sync with each other and seen in a role reversal of sorts. Ash is the one playing the prank and Abhishek is at the receiving end." 

The creative team behind the campaign is Sen, Goral Ajmera, Sasha Mahajan, Anupama Ahluwalia, Pooja Talwar, Shibani Deshpande and Siddika Dehlvi. Shot by Stephen Mead, the film has been co-produced by Bang Bang Films and Short Films.