Beauty brand Lux has relaunched its product line with its latest campaign titled ‘Chand Sa Roshan Chehra’ starring celebrity couple Kareena Kapoor Khan and Saif Ali Khan.
Created by Wunderman Thompson, the campaign is inspired by popular cultural references in India on moonlit glow and beauty and explores the “first-time creative thought of creating a locally tailored campaign for multiple regions within India with multilingual songs,” said the agency. Working within the constraints of India’s countrywide lockdown, the film was a first at-home shoot for the brand. It was shot at the couple’s home with a very basic set up and minimum crew.
“Lux needed its audience to look at its new soaps in a fresh perspective,” said Severine Vauleon, global vice president, Lux. “While there was a brand story we wanted to tell, we wanted to narrate it through an engaging story. The metaphor of the moon worked perfectly for this as it is deeply embedded in Indian culture. In addition, in the regional languages also we were able to leverage popular songs that compared a woman’s beauty to the moon.”
“We wanted to narrate a simple story that captured a moment in their lives,” said Anupam Basu, AVP and senior creative director, Wunderman Thompson, Mumbai, commenting on the campaign. “And at times, simple moments make for beautiful moments. For me, the brand will always have the aura around film stars. The film lets you get that sneak peek.”
“It was a very challenging brief from Lux where we wanted to launch the benefit of ‘moonlit glow’ across India,” added Roneeta Ghosh, vice president and client services director, Wunderman Thompson Mumbai. “To engage better with audiences across regions, the team came up with an idea inspired by popular culture, multiple language songs which depict ‘moonlit glow’. We took a popular song in Hindi, Bengali, Kannada, etc. and re-created the same to bring relevance to the benefit of ‘moonlit glow’ which is central to the story narrative.
Client: Hindustan Unilever, Lux
Agency: Wunderman Thompson
Project Head: Roneeta Ghosh, Vice President
AVP & Sr. Creative Director (Copy): Anupam Basu
Sr. Creative Director (Art): Vijay Solanki
Associative President: Aditi Shivdasani
Account Executive: Shampita Dey
Produced by: Firecracker
Team: Meeta Dave, Saisha Kapur
Director: Arunima Sharma
Music: Mikey McCleary
DOP: Ayananka Bose
We never share your info, we only share ours.