The Campaign

The only window to celebrities for a Lux woman is either through movies, at award shows or what news media reports on them where the narrative is focused at best on their craft or Paparazzi style scoops from their personal lives. Through our social listening tool 'Pivot' we got to understand Bollywood's leading divas TODAY are more multi-faceted and stronger in their femininity than their predecessors. And while consumer follow them to the tee, they are unaware of the journey of these divas; be it auditioning among hundreds of aspirants, battling depression, nepotism, equal pay and lots more. We 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!

Creative Execution

To bring alive the new proposition, we needed 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...more like The Ellen DeGeneres Show We zeroed on Shah Rukh Khan, a star who has not only romanced divas in movies across 3 decades but also shares a personal equation with them. The Divas too were selected basis their trends and rich stories around depression, nepotism, hardwork, perseverance, boldness. We thus created a 5 part tete-a-tete, TV Chat show-'Lux Golden Divas Baatein with the Baadshah' across leading STAR Network GEC's to celebrate the Beauty behind the Beauty as the host introduces audiences to the deeper insights of LUX Diva's journey. We culminated the same with a glamorous award show 'Lux Golden Rose Awards' as the 6th episode awarding the Divas of Bollywood.

From Thematic TVC, to the 5 part mainstream Prime Time TV chat show to the awards night broadcast, the entire activity lasted nearly 2 months. 1.The campaign saw unprecedented results; the content reached 82 MN households, delivered a cumulative TVR of 5.82. 2.More than a billion impressions delivered online with over 10 million video views; INR 430 million worth of PR mileage was generated around the campaign. 3. Brand equity scores increased by 300 bps in Q4'17 against Q4'16 (HIGHEST EVER EQUITY IN LAST 6 QTRS) 4.Lux featured on The Economic Times, Brand Equity survey as the 2nd "Most Trusted Brand" of 2017 (from the previous 9th position in 2016) with a special mention about the campaign that helped it leverage.

Lux's audience is a woman from the heartland of India who spends the maximum time following filmstars on TV ( spends 200 minutes a day) apart from magazines and mobile. For her, the only window to celebrities are either through movies, at award shows or what media reports on them where the narrative is focused at best on their craft or Paparazzi style scoops from their personal lives. Consumers are unaware of the journey of these Divas; battling depression, nepotism, equal pay etc., giving the brand an opportunity on 'celebrating beauty that is more than what meets the eye'.

Insights, Strategy and the Idea

Lux's core audience is from the Hindi heartland of India. She is Bollywood's biggest fan and that be seen in her everyday fashion sense, hairstyle, life-style and outlook. She follows her favourite stars on TV (spends 200 minutes on TV everyday), in magazine and on mobile; watching movies, chat shows, music and news engaging into the gossip lives of these Bollywood Divas. With our consumer spending almost half of her daily life watching TV, we chose to use TV to engage consumers. In 2017, this iconic beauty brand wanted to elevate the conversation around femininity. More than aspirational and exclusive, their purpose was all about celebrating all women who take pleasure in expressing her femininity, and see it as a strength not a weakness. We needed to create a manifestation of brand BCI (Brand Communication Idea) statement #IAmMoreThanYouCanSee in media that consumers were easily able to discover and relate to.