MUMBAI: From having top Bollywood actresses like Hema Malini, Sridevi, Aishwarya Rai and Priyanka Chopra endorse their beauty soap, Unilever’s Lux has now stepped further in its association with Bollywood by having an in-film placement in Yash Raj Films’ latest movie Laaga Chunari Main Daag.

No, nobody is shown bathing with a Lux soap bar in Benaras! As a matter of fact, in an ad agency in Mumbai, the creative of the ad is being worked upon by the creative director Vivaan (Kunal Kapoor) and management trainee Shubhavari (Konkona Sen Sharma).

The placement is that the agency is drafting a new ad campaign for Lux, for their target audience, which is today’s woman. So now Vivaan and Shubhavari are on the lookout for today’s woman, who Vivaan ultimately feels is best depicted by Shubhavari herself. Work commences full swing to shoot the ad campaign in a city of Europe and over all this work, the two also fall in love with each other.

Lux was selected as the best option for the association. Other high-end soap brands in Unilever’s kitty being Liril, Dove and Pears to name a few.

Speaking to Businessofcinema.com on this association, Unilever vice president media services, Asia AMET (Africa, Middle East and Turkey) Rahul Welde says, “While Unilever has many soap brands in its kitty, it is Lux that would fit better for the scene. This association will work more in favour of the brands imagery as opposed to increase in sales; it will not have a linear effect.”