Wunderman Thompson South Asia
Tue, 08 Sep 2020 13:53:43 GMT
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 in India on moonlit glow and beauty, Wunderman Thompson South Asia explores a first time creative thought of creating a locally tailored campaign for multiple regions within India with multilingual songs, all perfectly embodying the ‘glowing’ proposition of Lux’s product relaunch. Each song chosen in different languages, helps bring alive the brand’s proposition of comparing a woman's beauty to the moon.
Working within the constraints of India's 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 story line with the focus being on Kareena’s ‘moonlit glow’.
Severine Vauleon, global vice president, Lux, said: “Lux needed its audience to look at its new soaps in 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 moon worked perfectly for this as it is deeply embedded in Indian culture. In addition, in the regional languages also we were able to leverage popular songs that compared a woman's beauty to the moon."
Commenting on the campaign, Anupam Basu, AVP and senior creative director, Wunderman Thompson, Mumbai: “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.”
Roneeta Ghosh, vice president and client services director, Wunderman Thompson Mumbai, added: “It was a very challenging brief from Lux where we wanted to launch the benefit of ‘moonlit glow’ across India. To engage better with audiences across regions, the team came up 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.
Client: Hindustan Unilever, Lux
Agency: Wunderman Thompson
Project Head: Roneeta Ghosh, Vice President
AVP & Sr. Creative Director (Copy): Anupam Basu
Sr. Creative Director (Art): Vijay Solanki
Associate Vice President: Aditi Shivdasani
Account Executive: Shampita Dey
Produced by: Firecracker
Team: Meeta Dave, Saisha Kapur
Director: Arunima Sharma
Music: Mikey McCleary
DOP: Ayananka Bose
Genres: People, Fashion & Beauty, Dialogue
Categories: Skin care, Beauty & HealthWunderman Thompson South Asia, Tue, 08 Sep 2020 13:53:43 GMT