On Indonesia's most popular radio song request show, we pranked a famous, cocky jockey on live radio with callers from across the country, all declaring their undying love and strangely sending song requests for just one woman.

Every call was for 'Kareena'. This left the radio Jockey perplexed and we captured his mounting confusion on hidden cameras as he struggled to keep his composure and carry on with the show. Till the last caller left the usually chatty jockey speechless. . It was Kareena, thanking all her admirers and crediting it all to the effect of Lux.She even snuck in the tagline of the brand into her conversation and only then did the jockey realise he'd been pranked.

No one had used radio in such an unexpected way before. We caught around 2.5 million listeners by surprise. Tweets started pouring in even during the show, all sharing the confusion of the radio jockey. When we revealed the Lux connection and the last caller turned out to be the Lux woman, we got tweets LOL-ing away. The entire nation was entertained, amuse, engaged. No radio ad had ever had this effect.. The exaggerated army of hopeless admirers, the vexation of the jockey, songs such as ‘can’t take my eyes off you’, ‘pretty woman’…all dramatised and reinforced our idea - the potent effect of just a little Lux.