Mumbai,June 25() :Raanjhanna pair Dhanush and Sonam have been signed by Lux soap in a move to drift away from the luxury– feminine image.
Lux has signed the pair Dhanush and Sonam Kapoor to promote their product. The brand has this time decided to sign the upcoming star pair, shifting from the earlier policy of signing big names. The pair which plays an ordinary no-frills couple has caught the imagination of the masses in the North Indian belt.
By getting the couple to endorse the soap it has taken a step towards the masses. The box office response seems to justify makers of Lux. (You might like /2013/06/24/box-office-collection-raanjhanaa-collects-20-crore-in-opening-first-weekend.html)
Since 1925 , Lux has been promoted as ladies’ luxury soap but this time the male lead Dhanush known as Kolaveri song singer in the North and Sonam Kapoor have emerged as the new fashion icons.
Star couples Abhishek-Aishwarya and Shah Rukh Khan-Kareena were those who promoted the brand. Dhanush- Sonam pair is far from this iconic star pair. Hema Malini and Kareena in the present era and Madhubala who started it the yesteryear actress were those who endorsed it.
Hindustan Unilever was convinced by the unique chemistry of Dhanush- Sonam jodi two weeks ago while watching the film promo. The company knew that the couple’s reach in smaller cities was not immediate but it decided to send out a shocker to those used to seeing high-profile stars promoting Lux.
Unlike Dhanush, his co- star Sonam is already featured in luxury brands Mont Blanc, Electrolux and L’Oreal Paris . Dhanush features in low-cost car Nano and Parachute oil.
HUL, a front runner in the Rs 1,000-crore plus market for luxury soaps is seeing Wipro’s Santoor and ITC’s Vivel inching closer. The present move to shift Lux from celebrity actors to an ordinary couple is seen a big risk and it could lose the premium brand image.
Leela Chitnis in 1929 was the first to kick-start the Lux beauty soap association with film-stars.