PERFECT BRIDE by Mindshare Mumbai for Lux

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Industry Hygiene & Personal Care Products, Soaps
Media Promo & PR, Case study
Market India
Agency Mindshare Mumbai
Released September 2009

Credits & Description

Category: Best Use of Sponsorship
Product/Service: LUX SOAP
Date of First Appearance: Sep 12 2009 12:00AM
Entrant Company: MINDSHARE , Mumbai, INDIA
Business Director: Jhumka Saha (Mindshare)
Associate Director: Rekha Mahendra (Mindshare)
Business Executive: Prerna Malhotra (Mindshare)
Business Manager: Apoorva Shetty (Mindshare)
Business Director: Vinay Hegde (Mindshare)
Associate Director: Siddharth Subramaniam (Mindshare)
Media placement: Audio-Visual (3 Mins) On Best Use Of Sponsorship - LUX Perfect Bride - Star Plus - 12/09/2009
Media placement: Presentation Board - Cardboard - 12/09/2009
Media placement: Presentation Board - JPEG - 12/09/2009

Results and Effectiveness
Unprecedented reach and exposure from the show: • 32 million women exposed to the concept of Play with Beauty. • 96,680 secs of branded exposure. • The media value achieved was 225% more than the investment. Rise in all effectiveness measures: • 18% rise in the imagery statement 'Makes me look & feel beautiful' • Immediate increase in market share for brand through the period of the show (14.38% to 15.18%). • Far reaching impact on consumers with beauty association increasing by 70% even among non-users. • 30% of non-users bought Lux after watching the show.

Creative Execution
For 91 days on prime time television, viewers in India saw 10 beautiful women influence 5 grooms and their mothers with their beauty, poise. To begin with, these women were styled and groomed by Anna Singh, a renowned stylist and designer. Armed with new found confidence, they were set to perform various tasks to win an opportunity to go out with the grooms. The nation watched the women during their rendezvous with the grooms. Every week the viewers voted for their favourite LUX Bride of the Week. LUX Essence montages captured how the girls had begun identifying with their beauty. A wild card entry contest gave an opportunity to the female viewers to make it to the show. The new Lux TVC was adapted as show content. Finally, one girl was chosen as Lux Perfect Bride for a unique, fairy tale reality television wedding in front of millions of viewers.

Insights, Strategy & the Idea
LUX changed its proposition from beauty soap of stars to Play with Beauty. It meant realising the potential of one’s beauty and using the same to make a lasting impression on the opposite sex. However, the traditionally bound Indian girl has limited opportunities to express her beauty. She is not allowed to date and goes through an arranged marriage. To her, 'play with beauty' is what movie stars do on screen. Often, the only opportunity she gets to express the various facets of her beauty is when she is in the process of meeting her prospective 'arranged' grooms. LUX used this unique Indian insight to create a platform to bring alive 'Play with Beauty' and stop its loyal consumers from lapsing out. Partnering with India’s most viewed channel, Star Plus, LUX launched the international hit format PERFECT BRIDE and engaged 32 million women for 91 days re-establishing LUX’s association with beauty.