While the soap has been endorsed by a string of popular Indian actresses down the ages -- from Leela Chitnis in 1929 to Miss World Aishwarya Rai today -- this is the first time in the brand's 75-year history in India that a male actor will front a Lux TVC.
Khan has been roped in specifically for Lux's 75th anniversary celebrations, and related commemorative consumer promotions. The actor features in a commercial which also stars four current Lux endorsers -- Hema Malini, Sridevi, Juhi Chawla and Kareena Kapoor. The promotion centres on the theme 'Har star lucky star' and is pitched as a means for consumers to pick their favourite Lux women.
"Shah Rukh brings the four iconic Lux stars together, and introduces the celebration to the consumer in an eye-catching manner. We decided to rope in Shah Rukh because he has a strong appeal to women aged 16 to 45, which is our target group for Lux," said Ashok Venkatramani, vice-president, skincare, HLL.
Venkatramani noted that the brand would continue to associate itself with "beautiful and glamorous female film stars" as they appealed to Lux's target group of women. "There is no intention to make Lux a beauty soap directed at men, although men do form a big part of the Lux consumer base," he said.
Lux was ranked in the number two position in Brand Equity's 'Most Trusted Brands' survey of 2004.
