Lux: Which imagery smells the sweetest?

Charul Tomar and Rituparna Dasgupta

This paper describes how soap brand Lux relaunched its brand proposition in India.

Lux: Which imagery smells the sweetest?

Charul Tomar and Rituparna Dasgupta

Campaign Details

Brand: LuxBrand Owner: Hindustan Unilever LimitedLead Agency: MindshareCountry: IndiaIndustry: Bath toiletries, soapsChannels used: Cinema, Magazines - consumer, Print - general, unspecified, TelevisionBudget: Up to 500k

Executive summary

As the saying goes: "In a competitive crowded world market, it is the well-positioned brand that stands out."

Once upon a time, Lux was known as the "Beauty Soap of the Film-stars" with the most beautiful actresses of India's Hindi film industry vying for the position of...

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