The Campaign

In 2017, this iconic beauty-brand wanted to elevate the conversation around femininity & celebrating all the women who take pleasure in expressing her femininity, and see it as her strength. Consumers are unaware of the journey of these divas:- auditioning among hundreds of aspirants, battling depression or coming back from pregnancy to outperform. In a culture that’s not conducive to even accepting a married leading lady. Lux identified this insight as an opportunity and embarked on celebrating beauty that is more than what meets the eye; in turn creating a distinctive positioning amongst all beauty brands! To do so we needed to show the Lux Divas in a manner that consumers have never witnessed. For this we needed to create a setting that enabled these divas who are always in the glaring spotlight to relax, peel the layers that they typically put to guard themselves in front of prying journalists.

Creative Execution

In the 5-week long extravaganza, We created 840 Minutes of content which was telecasted across leading Star Network GEC’s i.e. Star Plus, Star Utsav and Star Bharat to cover the length and breadth of all Hindi markets across urban and rural. 5 Episodes of 30 Minutes each were created, wherein the leading LUX Divas Alia, Deepika, Kareena, Katrina & Madhuri entered in one-on-one interaction with SRK to reveal the unseen side of their real life. Each episode was segmented to bring alive #iammorethanyoucansee. Multiple bespoke short format content pegs were created to promote the show; each of the elements like promos, teasers, behind the scene bytes, Lux anthem etc. were conscripted to bring alive brand philosophy of #IAmMoreThanYouCanSee. The 5 episodes tied-back into a glamorous star studded Lux Golden Rose Awards night. The Awards celebrated the role played in the film and hence immortalized the winners as Lux Legends

The camapign saw unprecendented results • The #iammorethanyoucansee campaign reached 82 Mn Household with more than a billion impressions generated. • Brand equity scores increased by 300 bps in Q4’17 against Q4’16 • INR 430 million worth of PR mileage was generated around the campaign.

Lux’s core audience is from the Hindi-heartland. She has high beauty aspirations but limited means and belongs to India’s Middle Class, defined demographically as LSM 3-7. Her soap is the most essential part of her skin care as well as fragrance regime. She eagerly follows Bollywood stars, on screen, in the magazines, on the mobile. In India TV is the highest penetrated medium which reaches the length & breadth of Hindi Heartland. Considering the Target audience their Viewership is highly skewed towards TV. We had to portray the LUX communication in an unseen manner that audiences would relate to

Insights, Strategy and the Idea

We needed to create a manifestation of LUX new communication thought - #IAmMoreThanYouCanSee in media that consumers were easily able to discover and relate to. For this we needed to create a setting that enabled LUX divas to be comfortable enough to share their insecurities, challenge, and a deeper insight into their journey of being who they are today! We zeroed in on ShahRukh Khan who is the heartthrob of Bollywood romantic movies and has a humongous female fan following. SRK is also incidentally the only male ambassador for LUX in its 90-year Indian history. Leading to the creation of a chat show where leading female celebrities let their guard down to express their TRUESELF for the 1st time. We designed a unique 5-part series which was a tete-a-tete with SRK featuring each of the 5 brand divas. This episodic series was called ‘Lux Golden Divas Baatein with the Baadshah'