Lifebuoy just pulled a classic Bollywood twist—roping in Shah Rukh Khan to headline its latest campaign, marking a shift from health to skincare. The move brings back memories of SRK lounging in a bathtub for Lux, but this time, it’s Lifebuoy making a splash.

Known for its stronghold in germ protection, Lifebuoy is now stepping into skincare, a space with well-defined category leaders. Will consumers buy into this reinvention? That’s the big question. But if a clutter-breaking ad was needed for a mold-breaking proposition, SRK’s star power delivers just that.

With this campaign, Lifebuoy isn’t just washing away germs—it’s rinsing off old perceptions.