After completing her ten years long association with Lux soap, Aishwarya Rai Bachchan is now seen in yet another much talked about advertisement with her real life husband Abhishek Bachchan.
The Ad: The ad starts off with Aishwarya, acting mischievous and having fun while taking a bath with this new lux beauty soap, which makes her skin irresistibly smooth for Abhishek, who plays around, blind folded trying to catch her. In the background we can hear a new Sufi music composed by Shankar Ehsaan Loy especially for this ad. The couple has been styled by India’s leading designer Aki Narula making them look like angelic figures. Adding more stars to its credit, this ad has been conceptualized by London-based ad film production house ‘Short Films’ and directed by Stephen Mead. With all of this and even more, this ad is surely catching everyone’s eyes. Lux soap ads usually have big bollywood actresses featuring in them but bringing together India’s two leading actors for this commercial seems like a big step forward for Unilever since the launch of its beauty product range way back in 1929 in India.
The Product: This ad is talking particularly about the Lux- strawberry and cream and Lux-peach and cream soap bars. Each bar claims to have beauty oils in it which will nourish and moisturise your skin making it smooth and silky, which is the main message that is being sent out. The 100gram bar costs about Rs.20, which is affordable.
Review: In my opinion this brand has already been well established in the market, where one of the reasons being that it has been in the market for a very long time. With this ad they are trying to capture consumers’ attention by casting the most famous couple in bollywood. It does not talk much about the product as such, concentrating more on the presentation part, making it glamorous. Also using a brand new song composed especially for the ad adds quite a lot more to its glamour quotient. Even though there are a lot of options available in the market when it comes to bathing soaps, this brand stands firm and can take chances with its advertisement strategies which most other brands cannot. It is therefore easy for it to capture the market by simply using the fan following of this bollywood couple, which is huge. With Aishwarya, who is considered the most beautiful women in India as well as internationally, the message of guaranteed smooth skin can be seen clearly without even a word of conversation or even a tag line.
Overall, this ad ought to draw large number of consumers to the stores asking for this product. Since the cost of the product is not very high, one can always think of atleast trying it once, which will lead to an increase in the sales. Therefore, the strategy of the advertisers work. Keeping it simple, elegant yet it is a unique way of portraying the product. It manages to send the message across and the viewers are able to connect to the advertisement which makes it a success.