Reworking the existing Lux ad campaign featuring an ordinary girl dreaming to become Aishwarya Rai, JWT has developed a new campaign on the old slug. It will feature an ordinary girl actually matching steps with the actress at a carnival, thereby communicating the message ‘Lux brings out the star’ in every woman.
Nandita Chalam, Associate Vice-president, JWT, says a 45-second TVC and print campaign highlighting the ingredients of the product will hit media by mid-October. A lot of soft advertising in telly-serials will also be used this time, she informs.
Elaborating further about the campaign, Chalam said the approach of the campaign is completely different. “The aspirations of the character have been changed in order to communicate the message that every woman has star qualities,” she said. Farah Khan has directed and choreographed the ad.
A lot of below-the-line (BTL) activities will also be used for product promotion. “The whole idea is to position Lux as a brand, which will bring out the star in every woman. Every woman has a special quality and the product aims to bring out this quality,” Chalam explained.
For the first time women-centric telly-serials will showcase the Lux brand whenever the central character performs a good deed, she said.
As far as the print ad is concerned, the creatives will focus on the ingredients of the soap, like orchids, and how these help in enhancing beauty, Chalam said.