Lux: Mini Soap

To launch the new Lux Mini in small towns across India at an accessible promotional price of ₹5.

To introduce Lux Mini, we reimagined a classic Bollywood song from the 1970s—one that famously featured the lyric “₹5” and starred legendary icons Kishore Kumar and Madhubala.

Using computer-generated imagery, we seamlessly replaced Madhubala with Lux brand ambassador Priyanka Chopra, creating a one-of-a-kind cinematic moment. For the first time, audiences witnessed the yesteryear legend Kishore Kumar sharing screen space with a contemporary Bollywood star—broadcast nationally. The familiar appeal of Bollywood ensured mass connect, while the unexpected casting twist and cleverly adapted lyrics made both the brand and the ₹5 price point instantly memorable.

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