The leading soap brand from the house of Unilever, Lux has roped in power couple Anushka Sharma and Virat Kohli for its latest film. The film is a part of its ‘Chand Sa Roshan Chehra’ campaign series.
The campaign Chand Sa Roshan Chehra is conceptualized by Wunderman Thompson South Asia and it continues to build on the proposition of ‘skin glow’, from a modern and socially relevant standpoint. This campaign has been adapted by leveraging region-specific iconic songs rooted in the region’s popular culture like Sohag Chand in Bengali, Ilaya Nila Polikirathu in Tamil, and Chanda Kinta Chanda in Kannada, and so on.
The film reinforces the brand’s heritage as the soap of choice for film stars and gives a sneak peek into the lives of Virat and Anushka and has all the glamour associated with it.
Chief Creative Officer, Contract India, Sagar Mahabaleshwarkar, said, “The idea here was to bring the magic back to the brand by giving a sneak into celebrities’ lives. The constant effort is to make the story real to the celeb’s life and bring out the chemistry between a man and a woman. The story is simple where the man is mesmerized by her glow which is possible because of Lux soap.”
Severine Vauleon, Global Vice President, Lux, said, “The challenge given to the team was to relaunch Lux and communicate the benefit of moonlit glow by giving the brand a fresh perspective which is modern and culturally relevant. Whilst there was a brand story to be told, we wanted to narrate it in an engaging manner. And to do so for audiences across regions, nothing better than leveraging popular culture with multiple language songs which depict ‘moonlit glow’ that’s compared a woman’s beauty to the moon.”
Kishore Tadepalli, Managing Partner and Sr Vice President, Wunderman Thompson, Mumbai, added, “This film is part of the campaign conceptualized by Wunderman Thompson South Asia, where the agency explored the thought of creating a locally tailored campaign for multiple regions within the country with multilingual songs, that brought alive the brand’s proposition of comparing a woman’s beauty to the moon, an oft used metaphor in Indian cinema.”
Watch the film here.