In India, all Bollywood award functions are created/managed by the film magazines like Stardust or Filmfare. This has allowed them to position themselves as the “expert” on acting and Bollywood talent. This got us thinking about Award Shows as a possible platform to differentiate Lux on. It will serve the dual purpose of “Bollywood” association and “Brand” expertise

The influence of Bollywood on our target audience is huge. The characters come to life for her. More often than not, her perceptions of beauty and style are shaped by the movies she sees.

Therefore associating with Bollywood beauty was the peg we based our whole campaign on. As a beauty soap we had the right and the credentials to be the voice of Bollywood Beauty

We created a unique award show and an IP- LUX GOLDEN ROSE AWARDS (LGRA) that recognized the beautiful characters that actresses portrayed in the movies.

It celebrated the most beautiful women of Bollywood - their beauty, style and glamour. For the first time, an award show recognized the iconic characters that the actresses have played in the movies and the mark they’ve left behind

The piece de resistance was the “House of Lux.” A gorgeous experiential zone that displayed the new line of soaps which the guests could experience. The technology of Glam Cam was used to capture the beauty and style of the stars on the red carpet.

The Bollywood Brigade turned up in large numbers. They interacted with the Radio Channels, Facebook Live and Twitter who were present at the event. All these integrations were part of the telecast helped cement the relationship between brand and Bollywood

The show was promoted across television, digital and print. An on-pack promotion gave few lucky winners a chance to win the Golden Ticket to the show.

For business results, please view the CONFIDENTIAL SECTION

Lux Golden Rose Awards reached out to over 65 mn people.

1) It raced ahead of all popular Bollywood awards of the decade like IIFA, FILMFARE and ZEE CINE AWARDS, in its first year itself. It rated among the top 5 among non-fiction shows. It has set a benchmark for award shows.

2) Earned PR worth $ 6 MN

3) #luxgoldenroseawards trended for almost 13 hrs post event. A few popular Bollywood celebrities tweeted about the show from their own handles.

4) The brands’ Facebook fan base went up by 337.8% in 30 days

5) Impact on Mind-Measures: a) “Makes you feel attractive everyday” grew by 200 basis points. b) “Have better fragrances than other brands” grew by 100 basis points