We decided to leverage a special event that happens only once a year across the country. A time when skin and soap are most relevant and much needed.

Holi, the annual Hindu Festival of Colours is a joyous and fun event – until it’s over. Then it’s not so fun when you’re scrubbing your skin to remove the colours. Sometimes, they don’t wash off for days.

This was the perfect opportunity for Lux, India’s biggest soap brand to promote its benefits.

So this Holi, we created special colours – Lux soap bars with their rich colours and exquisite fragrance were finely grated to make unique Holi powders.

Everyone loved this imaginative yet practical twist on an age-old tradition. Our Lux packs were snapped up in no time. We also had countless requests for our Lux colours to be sold at the next Holi Festival. Because this year, they made Holi beautiful and your skin beautiful too.