Brand: Lux Peach and Cream, Lux Strawberry and Cream
Agency: JWT (Singapore)
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).
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 course, it coinciding with the release of Jab Tak Hai Jaan is actually no coincidence, with the brand attempting to leverage the interest that Yash Chopra's swansong had already generated. But so in-the-face is the association that the ad looks as if it's been shot on the sets of Jab Tak Hai Jaan.
Come on, be a little more imaginative, a little more creative. You had one of the greatest superstars Indian cinema has seen, one of the most perfect looking women from Bollywood, but the magic wasn't there. It just seems like the easiest run-of-the-mill formula available was applied. One