Lux Beauty Soap

Aishwarya Rai has been the face of Lux for over a decade, starring in more than 40 commercials for the brand. To launch the new Lux Beauty Soap enriched with beauty oils, we decided to create a moment that was as iconic as the brand itself—bringing together newlyweds Aishwarya Rai and Abhishek Bachchan for the very first time in a television commercial.

Abhishek Bachchan was cast as the protagonist, engaging in a playful game of blind man’s bluff with Aishwarya. Time and again, she effortlessly slips away—her Lux-smooth skin always one step ahead—turning a simple game into an elegant expression of irresistible beauty.