More exposure for Unilever Lux India effort

• New Lux campaign breaks
• Features brand ambassador, Priyanka Chopra
• Campaign originally for India
  

Malaysia - A campaign originally intended for India for Unilever beauty brand, Lux has been expanded to include Malaysia, Indonesia, and Egypt.

JWT Singapore, along with JWT Mumbai and Pakistan, created the work which features former Miss World title holder, Priyanka Chopra. The full 90 second version runs primarily in cinemas in India and Malaysia this month while the 30 and 15 second spots run across all mentioned markets.

"The global team was delighted that other countries could not only see the beauty of this campaign but also recognize the potential of using this in their own markets," Sze Tian Poh, Global Brand Vice President for Lux, said.

"While western markets often export their films and advertisements to Asia, it's almost unheard of for India to share their campaigns to other parts of Asia and the Middle East."

In the TVC, Chopra captures the attention of a "handsome stranger" at a masquerade party when her dress strap slips off her shoulder (because of her soft skin). After one dance with the man, she leaves but gives her identity away the next time the stranger sees her, unmasked, because of her strap slipping down once again.

"During our research, we uncovered a common fantasy among our core consumers across all markets - a 'Cinderella' type story of escaping from your everyday reality and just having some fun, in this case a flirtation with a handsome stranger," Stephanie Hancock, JWT Global Brand Director, said.