Kareena Kapoor Khan busts pregnancy myths with Lux

Watch the film conceptualised by Wunderman Thompson here

Jan 31, 2021 07:08:00 PM | Video | Campaign India Team

Lux has released a film featuring Kareena Kapoor Khan and Saif Ali Khan. 
Conceptualised by Wunderman Thompson, the film shows the couple in a conversation. Kapoor, who is currently pregnant, echoes the frustration caused by stereotypical stipulations and restrictions faced by women during pregnancy. She states how during her first pregnancy she travelled, worked and did everything she liked, even though popular belief is that women should rest. She adds that her skin is glowing not because of pregnancy, but because she does what she likes to. 
Severine Vauleon, global brand vice president, Lux, said, “Women are often bombarded with judgements that define how they should live, look or behave. Even during pregnancy, everyone has a say on how she should express or carry herself. But why can’t a woman be pregnant and still lead a full glorious life? At Lux we believe that a woman should be able to do what makes her glow - at all stages of life, including while she’s pregnant! With this initiative we encourage women to celebrate being unstoppable.”
Kishore Tadepalli, SVP and managing partner, Wunderman Thompson, Mumbai, added, “We wanted to create a conversation about the many societal biases women face. And when she is pregnant, these biases and judgements just increase. Kareena has been a torchbearer for the fact that pregnancy doesn’t stop a woman from doing what she wants to do. It helped us tell a real story about what she feels and represents. Lux as a brand has always shown a powerful, positive side of women. They are not just beautiful, they are strong individuals too. For when a woman wants to glow, nothing really can stop her.”
Client: Hindustan Unilever, Lux
Agency: Wunderman Thompson
Project head: Roneeta Ghosh (vice president)
AVP and senior creative director (copy): Anupam Basu
Creative consultant: Louella RebelloSenior creative director (art): Vijay Solanki
AVP: Aditi Shivdasani
Account executive: Shampita Dey
Produced by: Firecracker
Team: Meeta Dave, Saisha Kapur
Director: Arunima Sharma
Music: Mikey McCleary