Conceptualised by Wunderman Thompson South Asia, the Lux ad film explores multilingual songs, all with references to the moon, beauty and glow.
Presenting its new proposition on glow, beauty brand Lux has relaunched its product line with its latest campaign titled ‘Chand Sa Roshan Chehra’, starring star couple Kareena Kapoor Khan and Saif Ali Khan. Inspired by popular cultural references on moonlit glow and beauty, Wunderman Thompson South Asia has tailored the campaign for multiple regions within the country with multilingual songs, all perfectly embodying the ‘glowing’ proposition of Lux’s product relaunch.
Working within the constraints of the countrywide lockdown, the film conceptualised and executed by Wunderman Thompson, was a first at-home-shoot for the brand. Shot at the couple’s home with a very basic set up and minimum crew, the plot follows an engaging storyline with the focus being on Kareena’s ‘moonlit glow’.
“Lux needed its audience to look at its new soaps from a fresh perspective. 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,” said Severine Vauleon, Global Vice President, Lux.
Commenting on the campaign, Anupam Basu, AVP & Senior Creative Director, Wunderman Thompson, Mumbai said, “We wanted to narrate a simple story that captured a moment in their lives. 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.”
“To engage better with audiences across regions, the team came up with an idea inspired by popular culture, multiple language songs which depicts ‘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,” added Roneeta Ghosh, Vice President & Client Services Director, Wunderman Thompson Mumbai.