Lux, the ‘beauty soap of the filmstars’ and one of the most trusted brands in the country, is celebrating its 75 years of stardom in India. Lux was launched in India in 1929, and through the years, every leading Bollywood star has been a ‘Lux’ star.
Right from Leela Chitnis and Madhubala to Madhuri Dixit, Karisma, Aishwarya Rai and now Kareena, all have endorsed the goodness of Lux. It is probably the only brand that has had the endorsement of nearly 50 Indian film stars.
Not stopping at beauty queens, now no less than the ‘badshah’ of Bollywood, Shah Rukh Khan, is cooing, “Aaj mein aapko batanewala hoon meri khubsoorati ka Raaz – Lux. Ab batayein aapka favourite Lux Star kaun hai?” And that too in a rose-petal strewn bathtub!
Across India, the four new variants of Lux in a special 75th year commemorative celebration pack, will be endorsed by actresses Hema Malini, Juhi Chawla, Kareena and Sridevi. And they all come together in a new Lux ad with Shah Rukh.
Currently, the stars are celebrating with the consumers, where they will get to be part of the action with the ‘Har Star Lucky Star’ promotional activity. This is a unique feat where every consumer will be a winner.
All wrappers of Lux will have a star printed inside and the pictures of the stars in the pack. The worth of each prize will be inscribed on each star. This is just one of the many promotional activities planned for the next one year.
Ashok Venkatramani, VP Skin, Hindustan Lever Ltd, said, “It is a great feeling being part of the team that works on a brand like Lux, which has, down the ages, consistently given its users an unmatched bathing experience. It’s truly a proud moment. We have several things on the anvil to commemorate the 75 years of stardom. We are especially excited about the ‘Har Star Lucky Star’ promotion, where every consumer is a winner. Lux has always been the soap of the stars and we needed to find the perfect way to celebrate this momentous 75 years. What can create magic better than the Indian heartthrob Shah Rukh serenading the Lux beauties.”
The 75 years celebration of Lux marks the entry of the first male actor in a Lux ad. Commenting on this, Shah Rukh said, “The benchmark of a true star in the film industry is when you are selected as a Lux star. To be amongst women such as Hemaji, Srideviji, Juhi and Kareena is being part of an ode to beauty. My endorsement of Lux is a tribute to the true beauties of Bollywood. Hindi movies without our leading ladies are as incomplete as a bathing experience without Lux, the beauty soap of the stars.”
Venkatramani added, “Getting Shah Rukh to endorse Lux doesn’t mean we are shifting our focus, we even now continue to focus on the female segment. Khan will help us to reach and appeal to our core target audience even more now.”