Lux, in its latest ad campaign featuring Kareena Kapoor Khan and Saif Ali Khan addressed the issue of pregnant women being subjected to judgement. The ad film is conceptualized by Wunderman Thompson South Asia.
The film captures a conversation between the couple, where Kareena echoes the frustration of many women who face stipulations and restrictions when pregnant. When Saif reminds her that during her first pregnancy she was happiest when she just followed her heart and was unstoppable, she realises that the solution lies within her. She knows she should continue doing the things she loves, which make her truly ‘glow’.
Lux Indian ambassador, actor Kareena Kapoor Khan said, “This campaign with lux is special to me. This is my second pregnancy and I fully subscribe to the view that one should continue to break stereotypes and do what you love! In the end, doing what you love is really what makes you glow!!”
Commenting on the campaign, Severine Vauleon, Global Brand Vice President, Lux, said, “Women are often bombarded with judgements that define how they should live, look or behave. Even during pregnancy, everyone has a say on how she should express or carry herself. But why can’t a woman be pregnant & still lead a full glorious life?
Kishore Tadepalli, SVP & Managing Partner, Wunderman Thompson, Mumbai said, “We wanted to create a conversation about the many societal biases women face. And when she is pregnant, these biases and judgements just increase. Kareena has been a torchbearer for the fact that pregnancy doesn’t stop a woman from doing what she wants to do. It helped us tell a real story about what she feels and represents.”
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