Lux ropes in Abhi-Ash for its latest campaign

Posted on 24 October 2009 by BMMBoxer

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.

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