For most women in India a bath is a cleansing ritual rather than a beautifying process. The new Lux, with a new promise of “new luxury experience in bath – a luxurious process that brings about noticeably softer skin and a new you." This is for women to take pleasure in knowing that all they need is noticeably softer skin to disarm even the most unflappable men." The campaign is part of the Lux brand idea - 'Behave beautiful'. It encourages women to enjoy being beautiful, to have fun and take pleasure in it. The tone of the script and execution is playful, yet it demonstrates through the value of "soft skin", all the Lux brand values.