“Lux” and Bollywood: A “90 year” Bond.

Lux: “Filmi Sitaron ka Saundarya Saabun”

Bollywood has been associated with this term ever since Advertisements were introduced in India. Actresses endorsed Lux on Billboards, over the radio & T.V, in newspapers & magazines [on their centre-spreads]. It was launched in 1925 as the new Pearly-White “Star” & in 1926 Hollywood dancing-diva “Ginger Rogers” was the first star to appear in its Commercial. It found its permanent Home in L.A with almost all of the sensual/pretty names [Elizabeth Taylor, Sophia Loren, Raquel Welch, Michelle Pfeiffer etc.] swearing by its creamy lather.

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The first “Bar” was made in India in 1934 and was sold for 2 annas. “Leela Chitnis” was the First Indian Star to Appear in its commercial. Lux was Pure & White till the 50s: Kamini Kaushal, Nargis, Meena Kumari, Nimmi, Vyjanthimala & Nigar Sultana were chosen to promote it with their individual charms.

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Lux changed its colour from white to pink, blue, green & yellow in the 60s. Asha Parekh with Pastel Pink; Mala Sinha with a touch of blue; Waheeda Rehman with simple green, before Sharmila Tagore revealed to the world the secret behind her “Chand Sa Roshan Chehra”. In 1969 Hindustan Lever Ltd. decided to give a new look to the Product and Simi Garewal & Sonia Sahni launched the new Avatar. In 1983 Lux was Hema Malini’s “Dream come true” while Swaroop Sampat declared “I have what it takes…thanks to Lux” after winning her Miss India Crown.

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She looks like Sonia Sahni to me.

Facing competition from Hamam, Ria & Oasis, HLL decided upon a re-launch in 1985. Meenakshi Seshadri [with her ethereal natural beauty] & Sridevi [with her Sizzling Pout] declared “Now there’s a Soap I love more than Lux”; Poonam Dhillon said “I have found a soap with a better perfume” & Zeenat Aman affirmed that “This new soap is a great improvement on Lux”. Regional actresses like Debashree in East & Revathy in South loved the New “Modern” Lux. A series of Advertisements were released– where Rekha described the new Star as “Captivating”; Sridevi as “irresistible”; even the Realistic stalwarts of parallel cinema Shabana Azmi & Smita Patil confessed on their allegiance to the brand.

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She looks like Sonia Sahni to me.

She looks like Sonia Sahni to me.

Madhuri Dixit & Raveena Tandon introduced the new “International” Lux. “Chirpy” Juhi Chawla, “Rangeeli” Urmila Matondkar, “Charismatic” Karisma Kapoor & “Elegant” Tabu revealed how bagging the Prestigious Commercial helped them in their respective careers. It was considered as a big Accomplishment to be chosen for the endorsement of Lux, no lesser than bagging a Yash Chopra/Subhash Ghai Movie.

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The new Milleneum presented Aishwarya Rai & Amisha Patel as the “Face” of Lux after 77 years.


The rules were bended for the first time ever- “ShahRukh Khan” became the maiden “Male” star to feature in the advertisement. Surrounded by Hema Malini, Kareena Kapoor, Juhi Chawla & Sridevi in a bath tub – he declared “I am The biggest Star” [and later with Katrina Kaif in “Bekaboo” Lux Ad campaign]. Abhishek Bachchan followed in his footsteps and appeared with wife Aishwarya in the brand’s all new Cool/Crazy/Comfort offering.

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Lux- is a Latin word for “light” & is suggestive of “Luxury”. It has been an intimate partner of these dazzling divas. Lux. An ode to their beauty, an announcer of their stardom, a constant influence in the ever changing world of Cinema. Currently Priyanka Chopra, Deepika Padukone & Asin are the Brand-Ambassadors.

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