Lux's new campaign asks women to "behave beautifully"

Mukta Lad, 16 June, 2009

Mumbai

Unilever has unveiled its latest campaign for Lux Peach and Cream, featuring brand ambassador Priyanka Chopra. Lux's new mantra for women is  'Behave Beautifully'. JWT Singapore, Lux's creative agency, has worked on the campaign in tandem with JWT India and Pakistan.

The new campaign was initially created for small town Indian women. Having received positive feedback for the campaign in markets like Malaysia, Indonesia, Egypt and Sri Lanka, it will soon be rolled out in these markets.

Tista Sen, executive creative director, JWT India spoke to Campaign India about the latest campaign. She said, "We were tasked with relaunching the product proposition for brand Lux, which is soft skin that is unforgettable."

Sen said they had to beef up the functional promise of the benefits of soft skin. Secondly, the communication also had to reinforce the 'basic ingredient' story, that peaches and cream are the ingredients to truly soft skin.

Watch the TVC here:

The film shows Priyanka at a masked ball. She dances with a stranger who is present at the ball as well. Priyanka captures the attention of a man when her dress strap slips off to reveal her soft skin. After one dance, she slips away for an indulgent bubble bath with Lux Peach and Cream Soap. In a Cindrella-esque scenario, it is her unforgettably smooth skin that gives her identity away when the handsome man sees an unmasked Priyanka’s strap slip down once again.

Sen further added, "We initially looked at Priyanka through a different lens - What if she were to lead an ordinary life? In this case, we used the reverse psychology: what if Priyanka Chopra was unknown to people? Hence, the stranger remembers her only because of her beautiful smooth skin that is revealed after her strap falls. He does not remember her for being Priyanka. The commercial showcases Priyanka as someone who has beautiful moments in her life, because she 'Behaves Beautifully'."

The commercial has entirely been shot at the Umaid Bhawan Palace in Jodhpur. Sen says that the TVC would have not been the same, had it been shot anywhere else except the Palace. "It was amazing to have a set with a foyer, a driveway, a plush marble staircase and a ballroom, all in one place. The only props we had to use were fresh flowers and the actual people. We had little to do with the rest of the grandeur."

The campaign will be exposed to TV, print, radio, outdoor and cinema. The film has been directed by Sunhil Sippy of Highlight Films. The creative team comprises a global mix of creative minds, such as Guanhin Tay (global creative director), Sen and Farahnaz Haider.