Eye Candy

Brand: Lux Peach and Cream, Lux Strawberry and Cream

Company: HUL

Agency: JWT (Singapore)

The Campaign

The film begins with Bollywood actor Shah Rukh Khan in his most loved loverboy avatar at a party with a guitar in his hand. He's humming a song (the popular Dil De Diya, re-written by Gulzar). Suddenly, the fragrance of Lux enchants him no end and his performance transforms from a sad ballad to a joyous romantic rendition. The source of the fragrance is Katrina Kaif, his co-star in Jab Tak Hai Jaan, who is shown using Lux and covered in rose petals et al.

As Kaif walks into the party, the soundtrack takes on a Sufi flavour. Khan is elated, their eyes meet and the two shake a leg or two, in trademark Shah Rukh style. The ad ends with Kaif saying “Bas zara sa Lux,” (Just a little Lux).

Our Take

Big-budget flick turning into a box-office bomb. Deja vu, isn't it? The star-studded commercial, loaded with names that usually send producers into a tizzy – Shah Rukh Khan, Katrina Kaif, Gulzar, and Sonu Nigam – sure had potential. But it stops at that. It's extravagant for sure, considering the glitterati ensemble, the cinema-istic look, feel and sound, and the ad dripping with gooey romance. Fireworks expected? Yes. But it ends up being a damp squib. The film, directed by French director Juan Delcan, has nothing more to offer than a copious dose of Bollywood romance that doesn't work that well even on the silver screen anymore. Of

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