Colors latest show National Bingo Night, has worked wonders for them. According to aMap data (C&S, 4+, NWE) the show had more viewership as compared to Bigg Boss. The episode hosted by Abhishek garnered a TVR of 3.5 whereas the opening episode of Bigg Boss Season 3, hosted by Amitabh, had recorded a TVR of 3.

Statistics reveal that the show is more popular among the 35+ age group and more popular among the SEC A and B audiences.

The show started on a great note with Amitabh Bachchan as a guest, playing Bingo. In the coming weeks celebrities such as Shahrukh Khan, Karan Johar, Farhan Akhtar, Deepika Padukone, Arshad Warsi, Vidya Balan and the child actors of Balika Vadhu will also be seen participating in the game show.

The channel did face some stiff competition from Zee, which had a TVR of 3.8 (highest during those slots). Dance India Dance featured followed by Jab We Met led Zee to achieve those ratings.

After Paul Newman and Shah Rukh Khan, Abhishek Bachchan is set to become the third male endorser for the brand. Lux has roped in the celeb couple for its latest campaign. For the first time Lux has signed a couple for its campaign. Incidentally, it will also be the first time the couple will be seen together in an advertisement.

Tista Sen, executive creative director and senior vice-president at JWT India, the agency handling the account for the soap from Hindustan Unilever Ltd said, ““We could have put them both in a bathtub and said, lets go for the eyeballs, but we really wanted to show them in a way that they had never been seen before.”She further added, “It’s a side of the couple that has never been seen before; it’s young, fun and in keeping with their real characters.”

The agency behind the campaign is JWT, Mumbai and the ad is shot by director Stephen Meads of the London-based ad film production house Short Films. The concept is very fresh and is an attempt by Lux to do something different, but at the same time relevant. The ad starts with Ash blindfolding hubby Abhishek, he then tries to catch her but can’t get hold of her due to her soft skin and lands up grabbing the maid.

Ash-Abhishek have now officially joined the couple endorsement bandwagon which includes Kareena-Saif (recently seen in the Airtel Digital TV ad), John-Bipasha (Clinic All Clear), Kajol-Ajay Devgan (Whirlpool and Tata Indicom ads) and the latest Ranbir-Deepika (Pepsi).

The couple seems to have charged anything between 7-9 crore approx for the campaign.