Cannes Lions

SOAP

JWT INDIA, Mumbai / UNILEVER / 2009

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Overview

Description

The challenge was to get all of India talking about the re-launch of Lux's two core variants. This would be tough because Lux is a 78 year old brand that launches variants almost every year.We took what gets Indians talking - Bollywood, Cricket and Television – and combined them with the Lux advertising promise of tempting skin and created a SIZZLING SCANDAL: A dashing cricketer and a TV actor get besotted with a Bollywood star. Juicy phone conversations were created and aired as breaking news. The nation was hooked to this shocking scandal. The cricketer called for a press conference to clear the air. The media arrived in large numbers expecting a sizzling scoop. The TV star also crashed the press conference and the two almost came to blows. When tempers cooled they called the Bollywood star to settle the matter. Until now Brand Lux had not been mentioned. The Bollywood star was our Lux endorser Priyanka. She arrived with full Lux branding behind her and revealed that Lux was to be blamed for their temptation. Then the variants were launched.The campaign resulted in 199 press reports, 32 TV reports mostly prime time, 5,500 internet search results, with a total PR Value of 900,000 U.S Dollars or 5 Weeks Media Spend.

Execution

Step 1Create a juicy phone conversation where a cricketer declares his passion for a Bollywood star. This is aired by a partner TV channelStep 2Other channels pick up the story and play it as BREAKING NEWS.Step 3Before media interest lags, we bring a new twist to the tale. A TV star is now besotted with the same Bollywood star.Step 4The nation is abuzz with the scandal. The cricketer calls for a press conference to clarify things. The media arrives in large numbers expecting a scoop.Step 5The TV star crashes the press conference. Tempers flare. Priyanka is called to settle things. She arrives and reveals that Lux is to be blamed for their temptation and the two variants are launched.

Outcome

RESULTS• 199 PRESS REPORTS• 32 TV REPORTS, MOSTLY PRIME TIME• 5500 INTERNET SEARCH RESULTSTOTAL PR VALUE; 900, 000 US DOLLARS OR 5 WEEKS MEDIA SPEND.Most importantly, all of India is talking about LUX again.

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