Lux: Musical Ad Campaign

Lux is known as the Soap of the filmstars. Lux invented the concept of celebrity endorsements and that was what gave them a highly differential positioning. Now everyone has a celebrity endorser. So, they really need to up the ante on their product and find an essence that goes beyond the whole ‘soap of the film stars’ positioning. I still remember those days when lux was known only because of Aishwarya Rai, later on Priyanka and Katrina replaced her.

Now the soap is not endorsing the filmstars only but the music too. Now a days you can see all the lux ads with a music by Shankar Ehsaan Loy i.e. ‘Sone se bhi sona lage’. The companies are now making efforts that a product should be known not only by some celebrity, or some cartoon or sign, but by some music too. The product SHOULD NOT ONLY BE SEEN but SHOULD ALSO BE HEARD. Making the product hearable so that whenever the music of a particular product is going on, the listener should have the feel of that particular product. Earlier only Telecomm companies were doing that by releasing Airtel Music, Reliance Music etc.

JWT India is handling the account for Soap from Hindustan Unilever Limited. Look at the trend which JWT is following for LUX Soap Ads with the music of Shankar Ehsaan Loy.

Look at this ad carefully.. The ad is focusing on the softness of the skin after using LUX soap. Katrina’s touch with a man gave him a feel of smoothness. The ad is trying to establish the image of LUX as the Soap of the Models, that models becomes smooth after using that soap.

The ad is again focusing on the feel of smoothness and softness.

Aishwarya Rai is seen in the lux ad after a long and with completely new look and feel. Earlier she used to come alone for the ad of LUX but now she and her husband are seen together in the ad of LUX. Again you can notice the same music by Shankar Ehsaan Loy i.e. Sohne se bhi sona laage. Both are seen in completely new look as they were never seen before. It starts with Rai Bachchan blindfolding Bachchan. He then tries to catch her, but she keeps getting away because her skin is very soft. He eventually grabs her, only to realize that he’s caught hold of the maid. Bachchan becomes the third man to appear in Lux ads after Paul Newman and Shah Rukh Khan. The Couple is featured in a Lux advertisement for a whopping amount of Rs 7.5 crore.

Asin is now Brand Ambassador of LUX after Aishwarya, Priyanka and Katrina. Wish the same music campaign but with some modulations in the music. This time the beats are different and with female voice. The ad is focusing on the golden skin with soft touch.

In all the four ads HUL is trying to to develop the image that LUX is the soap of Filmstars/Models/Celebrities and it makes the skin soft. So, the ad is targeting those people who wants to look like Film stars and the customer could feel that they they are now celebrities after applying that soap.