Lux soap has been synonymous with beauty, glamour and stardom for many decades. Globally, Lux has an intrinsic relationship with the film industry and the brand’s advertising exudes the luxury, charm and allure that are reminiscent of cinema and all things associated with it. The ‘beauty soap’ has been endorsed by reigning queens of the film industry, be it Hollywood, Bollywood or our very own Lollywood.
In Pakistan, of course, the ‘Lux Girl’ was (almost) always a Pakistani star; that is until recently when with a break from tradition, the local Lux campaign featured Bollywood beauty and actor Katrina Kaif in the coveted role of the new Pakistani ‘Lux Girl’. Pakistan has had its share of Lux beauties and this is the first time that a foreign actor has endorsed Lux for Pakistani audiences in such a major campaign. Despite the fact that Kaif is popular, beautiful and not Indian, some Pakistani audiences were offended by this break with tradition that seemed to suggest that Lux has given up on local beauties. Although globally Lux is known as the soap of film stars, in Pakistan the limits were stretched to include icons from the fashion world such as Vaneeza Ahmad, Aaminah Haq and Iman Ali, all of whom act on television off and on; beautiful they may be, but they are also old news. The brand no doubt needed to move beyond those faces in order to bring freshness to its campaigns.
Unilever and the Lux team are working on ensuring that sooner rather than later there will be big Pakistani stars to endorse the brand in keeping with the Lux tradition. Currently the brand is involved in promoting film and fashion through the Lux Style Awards, and is sponsoring the development of cinema by offering performing arts scholarships to students at various institutions every year.
No comments:
Post a Comment