Lux – a brand synonymous with the ladies of Bollywood, decided to take on this traditional male bastion. Lux created the Lux Golden Rose Awards, a Bollywood award show with one MAJOR difference: It only celebrated the women! They were awarded for the iconic roles they played, irrespective of their male counterparts. Lux celebrated the careers of these women, and the contributions they made to the industry and for the first time ever, put them at centre stage. In 2017, Lux went a step further. The Fan Girls campaign showed a side of Bollywood’s women that no one had seen by partnering with 3 of Bollywood’s leading female stars. No longer were they catty rivals of each other, vying for male attention. Instead they were viewed as women who inspired and admired each other. They were women who lifted each other up rather than pushing each other down.

The 2017 campaign began with teasers on social media creating curiosity about who the fans of these Bollywood actresses could be. This was followed by the print and film that revealed the campaign idea of Fan Girls. As a run-up to the award show, a 5-week long series was created with Star Network, that also streamed on Hot Star, the networks online entertainment platform. This was amplified on print and social. The finale was aired on the 24th of December 2017 and was viewed by over 35 million Bollywood-loving people across India. The campaign gained an equivalent of 63 years of branded engagement with the content and over 1 billion impressions on social media. The campaign was communicated on multiple touchpoints reaching 67 million households over the 5 weeks of branded content.

The Lux Golden Rose Awards showed consumers that the divas they see on screen every day, are so much more than just a titillating ‘item’ number to be gawked at. They work as hard and are as passionate as their male counterparts. The award show finale, aired on the 24th of December 2017, was viewed by over 35 million Bollywood-loving people across India – in just one night. The campaign gained an equivalent of 63 years of branded engagement with the content and over 1 billion impressions on social media. With an extensive reach and the highest ever brand equity in 5 quarters, Lux became the #2 most trusted brand across categories. The branded YouTube masthead had a reach of 82 million and the Fan Girls commercials had 10 million views. The Lux #IAmMoreThanYouCanSee was the #2 trend on Twitter. #LuxGoldenRoseAward was listed as #1 in India Trends.