Sin deep in chocolate with Kareena

If you thought watching Bo Derek emerge from the sea all those years ago in the movie, ‘10’, was a perfect feast for the eyes, think again…

You will soon see a sizzling diva bathing in, well, chocolate.

As a part of its 75th anniversary celebrations, Lux will launch a celebration pack of two new soap bar variants, Chocolate Seduction (containing cocoa and strawberry vitamins, with chocolate fragrance and colour) and Aromatic Glow (containing lotus extracts and aromatic oils). A third product awaiting a launch is the Lux White Spa Body Wash.

As Ashok Venkatramani, vice-president, Skin, HLL, puts it, “This new range required a sensuous persona to represent it. Therefore, instead of empanelling a new face, we decided to stick to Kareena Kapoor, as we could not think of anyone else who fitted in with the glamour and sensuality for which this range stands.”

Kapoor is delighted with her ongoing association with Lux. She says, “It is an absolute pleasure for me to endorse this product, particularly so because our family’s association with Lux began with my mother, Babita, and then continued with my sister, Karisma. I hope this association will continue for generations to come.”

The new soap bars are priced at Rs 13, the same price as the other Lux soap bars. Venkatramani says that the new range is a tribute to consumers for making Lux a successful brand over the last 75 years, so they had to keep the price affordable.

The celebration pack will be available for a limited period of two months. However, the new body wash variant will continue.

As a part of its marketing activities to popularise these three products, HLL will launch a campaign involving TVCs, press and outdoor hoardings featuring Kapoor soaked in liquid chocolate. In addition, there will be radio ads on Red FM and a 2006 calendar, featuring Kapoor in different seductive, yet classy, poses.

© 2005 agencyfaqs!