This summer Lux is interacting with its consumers through its first mega promotional campaign (Lux Star Bano, Aish Karo contest) featuring Aishwarya Rai. Created by its advertising agency JWT in Mumbai, this is not the average promotional ad with small budgets but has the size and spends comparable to Lux's mega ads.
Claims D. Ramakrishna, Executive Creative Director, JWT, "This is the first time that we have a promotional campaign on such a big scale. This film has the same production values as a big ad film. There are no tactical ads involved. It has built around the continuing theme of Mujh mein star jagaye.
The commercial invites Lux consumers to participate in the Lux Star Bano, Aish Karo contest which started on April 16 and goes on till July 15 of this year. All one needs to do is buy a special promotional pack of Lux soap. The pack comes with a special scratch card. The 50 lucky winners and their spouses will be flown down to Mumbai to live a day like Aishwarya Rai would. They will also be given gift vouchers worth Rs 50,000 from Shoppers' Stop along with an exclusively designed Neeta Lulla sari and a beauty makeover by Michelle Tung, Aishwarya's preferred designer and stylist. The pièce de résistance is a dinner date with Aishwarya Rai herself. There are other prizes for those who don't make it to the top 50. Hundred winners can win exclusive silk zardosi saris worth Rs 7,500, designed by Lulla, and 1,000 comprehensive beauty kits worth Rs 2,000, by Tung. There are over 30 lakh Lux mini bars up for grabs.
According to Gopal Vittal, Vice-President (Personal Wash), HLL, "This promotion aims to drive the brand proposition — Mujh mein star jagaye — further. The Lux `Be a Star' promotion is an unique offering which offers consumers an opportunity to experience the life of Aishwarya Rai, and bring the proposition to life." Lux is the largest personal wash brand in the country. Reportedly, three in every five Indian consumers use Lux in a year. Lux has been associated with the gorgeous faces of the Indian silver screen for over 75 years. In fact, the advertising for Lux has been evolving over the years. "We have been making fairly significant changes in the marketing and advertising for the brand. Earlier the brand was just endorsed by film stars but now there is a greater degree of relevance to show the aspirational appeal. In the advertising we have taken creative licence to show the feelings of a normal girl and her aspirations to become a star," adds Vittal.
Lux is thus bridging the barrier between the aura surrounding the star and the average person's desire to become a star. Explains Ramakrishna, "In this commercial we show all the trappings of the star and the kind of lifestyle she leads. It gives a chance to the winners of this contest to spend time with the star and makes her more accessible."