would rate the earlier Lux campaign that featured real-life couple Abhishek Bachchan and Aishwarya Rai Bachchan better than the latest offering. It was shot well, looked great, had a catchy soundtrack and the characters had a stronger association in the minds of the consumers. But in the soundtrack department, even this new ad is quite good with the re-arranged song filling up voids that a stereotypical ad can leave otherwise. This much has to be said. Apart from that, it's just another pretty looking beauty soap ad, which if not watched for its complete duration can be mistaken for a movie trailer.
Of course, we do remember Khan's earlier association with Lux back in 2005. In that TV ad, he was immersed in a rose petal strewn bathtub, with some of the biggest leading ladies of Indian cinema – Hema Malini, Sridevi, Juhi Chawla, and Kareena Kapoor looking on. Whether you liked it or not, you sat up and took notice. Sadly, that's not the case here. Great potential, if not realised, can at times lead to great disappointments. It's not that the ad is too bad or anything. In other regular departments, the ad is just fine. The brand communication is clear, it's straightforward, and not layered much. What makes it look bad is the fact that it could have been so much, and yet it's not.