Lux ropes in Katrina Kaif for new variant

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | March 04, 2010
The new variant offers a unique colour, beauty oils from the purple lotus and a sensuous aroma

Lux has added yet another beauty in its brand ambassadors' kitty. Katrina Kaif will be seen endorsing the new variant from Hindustan Unilever (HUL), Lux Purple Lotus & Cream.

"Lux, over the years, has been known for introducing exciting innovative variants for its consumers and here's another such variant which is sure to appeal to consumers with its unique purple colour and sensuous aroma. We look forward to this variant becoming a favourite amongst consumers across India," says Sudhanshu Vats, vice-president, home care and skin cleansing, HUL, in an official statement.

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The new TVC for Lux has been shot in Bangkok, directed by Marco Pinesi and produced by Bang Bang Films. It uses the music score, inspired by Sufi music and composed by Shankar Ehsaan and Loy.

"Lux has always used stars that are on top and even the stars realise that. Kaif was the obvious choice because she's currently very popular and is endorsing the brand for the first time," says Nandita Chalam, vice-president and senior creative director, JWT, who has worked on the team to create the new ad for Lux.

The new Lux variant boasts of anti ageing properties and is infused with essential beauty oils from the purple lotus.

The earlier TVC of Lux, which featured real life couple Aishwarya Rai Bachchan and Abhishek Bachchan, also had the Sufi music score composed by the same team that caught a lot of attention.

Lux, advertised as the beauty bar of film stars, has traditionally appointed stars to endorse the brand and through the years, stars such as Hema Malini, Madhuri Dixit, Sridevi, Juhi Chawla, Priyanka Chopra and Aishwarya Rai Bachchan have endorsed the brand. To celebrate the completion of 75 years in the country, the brand had roped in its first male brand ambassador, Bollywood actor Shahrukh Khan. In the last TVC for the brand, Abhishek Bachchan became the second male film star to feature in a Lux ad.