Prajjal Saha

Shahrukh tells Lux: ‘Main Hoon Na’

Contrary to its tradition, for the first time ever, Lux is using a male superstar to endorse the brand

Imagine Shahrukh Khan soaking in a bubble bath and talking to you about his beauty secrets (‘Meri Sundarta Ka Raaz’). Well, soon, you may not have to rely on just your imagination, for in the upcoming Lux TVC, the ‘Bollywood Badshah’ is going to be doing something quite similar.

Popularly known as the beauty soap of film stars, Lux has traditionally used the reigning female superstar of each generation, be it Madhubala, Hema Malini, Sridevi, Madhuri Dixit, Juhi Chawla or, recently, Kareena Kapoor, as its brand ambassador.

Since 1929, when Leela Chitnis started endorsing Lux, the advertising campaign has been an ode to the beauty of film actresses and a proclamation of their stardom, promising their beauty and complexion to ordinary women.

But this time, the brand has decided to do something completely out of the box by featuring a male superstar – Shahrukh Khan – as its brand endorser.

A senior industry source who has worked on the campaign says, “Lux is completing 75 years in India. And coinciding with the platinum jubilee of this super brand, we didn’t want to do anything obvious. We wanted to provide a fresh perspective to the brand, while maintaining its age-old equity.”

“The latest TVC,” the senior source claims, “is funny. It’s absolutely tongue-in-cheek.”

The TVC, of which Khan is a part, is basically a promotional campaign for Lux, which will start as a teaser on September 8. The main campaign will go on air on September 13.

© 2005 agencyfaqs!