BRAND :
Lux
BASELINE : Surat bhi hai khoobsurat bhi hai
4Ps TAKE : Guess, it’s high time Lux realised that putting up pretty faces from Bollywood does not work alone. Just a few weeks back, Lux launched an ad with Aishwarya Rai (Surat bhi hai khoobsurat bhi hai) which was though not earth-shattering but at least had a fresh feel to it. So, what happened this time? The story-board is incredibly dumb: a girl hides under a seat of a train – because she doesn’t have a ticket. Enter Priyanka 
Chopra – who is the ticket collector (imagine – isn’t that willing suspension of disbelief taken to an extreme?!) and gifts her a ticket from the Lux gift offer. Oh! that’s the secret behind this ad. Well, the offers are not bad, only the ad is! The self-imagined link between Lux’s beauty ticket and a train ticket is nothing short of a disaster. Priyanka’s oomph factor is totally wasted – she ends up looking silly and for face value sake. Come on Lux, get some focus back: a pretty face will never sell unless it’s backed by a sound strategy!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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