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.

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.