Soap brand Lux from the house of Unilever has signed Anushka Sharma and Virat Kohli for its latest film, as part of its ‘Chand Sa Roshan Chehra' campaign series.
Conceptualised by Wunderman Thompson South Asia, the campaign continues to build on the proposition of ‘skin glow’, from a modern and socially relevant standpoint. The film is a sneak peek into lives of Virat and Anushka, and has all the glamour associated with it, reinforcing the brand’s heritage as the soap of choice for film stars.
The story narrates the effect of Anushka's glow from Lux on Virat. Anushka plays along to get the answer from Virat who breaks into the song Chand sa roshan chehra and dances to it.
Virat and Anushka do a modern version of the Shammi dance with aplomb and Virat appears to be completely in awe of Anushka's glow. The story captures their modern day chemistry — they are playful and celebratory about each other.
This campaign has been adapted by leveraging region-specific iconic songs rooted in the region’s popular culture like Sohag Chand in Bengali, Chanda kinta Chanda in Kannada and Ilaya Nila Polikirathu in Tamil and so on.
Sagar Mahabaleshwarkar, Chief Creative Officer, Contract India, 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 mesmerised 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 Senior Vice-President, Wunderman Thompson, Mumbai, said, “This film is part of the campaign conceptualised 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.”
Team: Wunderman Thompson
Managing Partner and Sr VP: Kishore Tadepalli
VP & CSD: Roneeta Ghosh
AVP & CSD: Aditi Shivdasani
CCO: Sagar Mahabaleshwarkar
VP & Sr Creative Director: Anupam Basu
Sr Creative Director: Vijay Solanki
Sr Consultant (Art): Manan Mistry
Agency Producer: Firdaus Bohari
CSO: Rohit Srivastava
NPD: Shaziya Khan
Team Unilever: Lux
Global Brand Vice-President: Severine Vauleon
Global Brand Director: Ankush Wadehra
Brand Manager: Neha Chawla
Brand Manager: Garima Garg
Assistant Brand Manager: Angad Saxena
Director(s) / DOP(s): Brendo & Gonfiantini GG C/O Great Guns (UK)
*Executive Producer: Manoj Shroff Equinoxfilm (Mumbai)
Producer: Mathew Alden Great Guns (UK)
Producer: Kate Phillips (UK)
Production Manager: Marian Mikhail Red Great Guns (UK)
Ashley Lobo & Team
Production Designer: Dale Oliver Slater (UK)
Costume Designer: Annie Swain (UK)
Hair Stylist: Sam McKnight (UK)
Makeup Artist: Val Garland (UK)
Post Producer: Deep Ved (Mumbai)
Offline Editor: Gregory Hayes (UK)
Online Editors: Jiten Kalwani & Dipankar Mitra (After Studio, Mumbai)
Music Director: Mikey McCleary (US)
Sudeer & Kiranjit (AutoEdit, Mumbai)