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CASE
STUDY
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LUX-Symbolizing eauty*
B
Luxisanestablishedrand
b
ofHindustan nilever imited
U
L
(HUL),renowned be one of the giantplayersin the
to
fastmoving
consumer
goods(FMCG) egment.
s
Overthe
courseof time,HULhasdiversified portfolio has
its
and
marked presence
its
acrosstwentydifferent ategories,
c
suchas food brands(Annapurna,
Knorr,Taaza,etc.),
homecare
brands(Vim,SurfExcel,ActiveWheel,etc.),
personal are brands(Axe,Ponds,Sunsilk,etc.),qnd
c
Pure-it aterpurifiero reach
w
t
thpninn""I...f ~..-:.-"

Luxcontinues
tobeastarperformer
inUnilever'srand
b
portfolio
andthiscaseexplores owLuxhassuccessfully
h
overcome challenge appealing all consumers,
the
of
to
young
andold,fromSeeAto SeeEacross
thelength
and
breadth hugecountry
ofa
likeIndia.
-

Thl!productglitteratiof the soaps

Luxwas launched a toiletsoaDbv Iinilo"o.'"I -. ._as
itwasintroduced
intheUKmarket sa productoffering
a
'
people chance pamperthemselvesor a modest
a
to
f
price'. theyear1929,Luxexpanded international
In
its
customer
baseby introducing
itselfin India.The brand
name, hasbeen
'Lux',
derived
fromtheword'luxury', ut
b
the
word
inLatin
symbolizes
'light'.Unilever lended
b
both
these
elementsndportrayed
a
Luxin syncwithstardom
and
theluxurious
lifestyle Bollywood
of
celebrities,
wellknownmongheIndian
a
t
audiences.
Itsjourney
continued
toenlighten
women
aboutthepower beauty
of
bestowed
them. hevariousvariantsin its portfolio,end Lux a
T
l
certainharm
c
(seeTable
2.3).
Table2.3 Luxvariants
SoftKiss

Madefromstrawberries ndmoisturizing
a
whipped
creamfor softandkissable
skin.

Velvet
Touch

Madewithpeachandmoisturizing hipped
w
creamfor velvetyandkissableskin.
Silk
Caress Madewithrichmacadamia nd
a
moisturizing hipped
w
creamfor nourished
andkissable
skin.
White
Forfair andadmiredskinwithvitamin83,
Glamour Roseoil, andwhitetea oxidant.
Wake eUp Forrecharged
M
andfreshskinwithrefreshing
mineral altsandseaweed.
s
Magic
Spell

Forsoftandfragranced
skinwithfine
aromatic
oilsandlotusessence.

Source: UL-Reveal Your Star Appeal, 2010.
H

Apartfromthese,in its eightyyearsof experience
in themarket,Lux has also launched
othervariants,
which
includeLux Strawberry Cream,Lux Peach
and
andCream, ux FestiveGlowwith Honey,Lux Cream
L
White,
Chocolate eduction,
S
Sandalwood+Honey,
Purple
Aromatic
Glow, tc.All thesevariations
e
havemadeit a
sensuous
brand, hichfocuses
w
oncaressing woman's
a
body ithgentleness giveit a glowandalsodevelop
w
to
a
fragrance mesmerize
to
herpartner.
Brand
strategy
Sollywoodeautiesthroughtheages
b

(Srinivasan
and Shashidhar 007),and followingthis
2
tradition
wasMadhubala theeraof the50s;Waheeda
in
Rehman, airaBanu,Parveen
S
Babi,and Simi Grewal
duringthe60sand70s;andHemaMalini, eenat man,
Z
A
Poonam
Dhillon, atiAgnihotri
R
heading
thegenerationf
o
the80s(Mitra2010).Marking
thechange generations
in
andto maintain market ynamics,
the
d
Sridevi ndorsed
e
it in the 80s, and the 90swereruledby JuhiChawla
(Chatterjee 005),Karisma
2
Kapoor, aniMukherji,
R
and
MadhuriDixit (Mitra 2010).The other leadingladies
associated
withthe brandhavebeenKareena
Kapoor,
Priyanka
Chopra, ndAishwarya ai,thelatest dditions
a
R
a
to this bandwagon eingKatrinaKaif(Chatterjee
b
2010)
andAsin.(Image
2.4showsKatrina
Kaifendorsingux.)
L
All these beautiesfrom Bollywood
joinedthe Lux
fraternity theverypeakof theircareers,
at
which
resulted
in the beliefthat by joiningthe Luxfraternity, staris
a
born.Jayalalitha hoendorsedhebrand
w
t
during
the70s,
hasdistinguished
herselfnthefieldof politics
i
along
with
mastering
thekeyto success cinema
in
(Mitra
2010). ll
A
thishashelped
thebrand
inmountingtrong
s
relationships
withcustomers
fromall sections,anging
r
fromSECA to
E(Chatte~ee
2005). uxcashed
L
inontheconsumer's
secret
desireofbeing a Bollywood
celebrity
someday
andthe
aspiration be at the top spotin whicheverieldthey
to
f
chooseto enter.Thishelpedin establishingn assured
a
linkage
between
theconsumers
andthebrand.
Thebeauty
soap
manufacturer
hascontinued
toestablish
itsrelationship
with every generation, nd continues innovateits
a
to
product
andpackagingyusing
b
young
andvibrant olours
c
andcelebrities hoareinsyncwiththelatest tyles.
w
s
On the eveof its 75thplatinum
jubilee,therewasa
complete
transformation its branding
in
strategywhen
reigning
superstar hahRukhKhanwasseenpromoting
S
the brandalongwith the Bollywood
beauties
who had
endorsed
thebrandinthepast.He'portrayed
themetrosexualmalewitha softtouch'and'a softguywhois in
touch with his emotions'. his uniquetransitionwas
T
adopted hehasbeen. greatfavourite
as
a
withwomen
of
all ages(Chatterjee005)and 'the usageof the brand
2
actually
showed gender plit'(Mitra
a
s
2010).

Promotional ffers
o
Right
fromits launch 1929,Luxhasropedin reigning
in
beauties the silverscreento endorse brand.The A promotional
of
the
offerof Lux that has enjoyedimmense
istheLuxGoldStaroffer,inwhichconsumers
'
foremost
beauty
brandambassador
beingLeeiaChitnis; popularity
-""-"'---""''''''''''''-

'1»,;,.. <n.,"
Sool,jo!",n

"ire"", ,,"",
"
JobIOftIo

,-"< -s.Jo..,

~

"Aj,"""i~, A.'
Ny.n.. (hop<a

e..O!y.
St;if"f"- ..,.;GIo"""-J.,d...
--

___,ShumaII.ond-Khon
""" SIy!O-I>y
'-",,_lib

Source: http://www.lux.com.pklbrandjnfo.html.

sign;i<...
-."'

-Ijiotooy

Lu. SlylotI DonIya "" l... C,
"

accessed
22August2010.

Image
2.4 LuxandKatrina
Kaif;alsoseePlate
3
had the chance findinga goldcoin insidetheirLux
of
soap'. hiswasinitially
T
offered
intheyear2000andinthe
succeedingearit wasthemed
y
'Chance
Hai',wherethe
winnerof the goldcoinhadan additional
opportunity
to
winanextrathirtygrams
ofgoldbycalling
theadvertised
telephone
number.
Thefirsttencallerseachweekwere
giventheadditional
30grams
ofgold.'Theofferwasvalid
on100grams
(pink, hite, ndblack) nd150grams
w
a
a
(pink
andblack) uxtoiletsoaps, earing
L
b
thespecially esigned
d
goldstarlogoonthewrapper. 100gramssoapbar
The
contained 3grams
a
goldcoinandthe150grams
soapbar
contained 5 grams
a
goldcoin.' ctress
A
Raveena
Tandon
whowas ropedin for the 2001endorsement
travelled
'acrossselectcitiesand madesurprise
visitsto several
homes, ewarding
r
thosehavingLuxgoldstarwrappers
withmoregoldstars'.
Theyear2009sawa declinein salesof the brand,
especiallyin small towns where the housewife
was
fallingoutof lovewithLux.'Postresearch, keyinsight
a
emerged-the
smallownhousewife
t
wants
tolook
beautiful
forherhusband ndwishes recapture
a
to
themagic her
of
earlydaysof marriage, ut withoutbeingtoo obvious
b

about her 'seducing'efforts,as societal ressures nol
p
did
permither to be too bold.'Tomeetthisneed,Bollywood's
'

real-life star couple,AbhishekBachchan
andAishwarya
Rai Bachchan'were roped in. (Image2.5 shows stiH
a
from theAbhi-Aishad campaign Lux.)'Aishwarya,
for
had
beena longstanding
brandendorserorLux(for than
f
more
a decade)and roping in her husband
seemed the
tobe
logicalthingto do', to portraycoupleplay. his helped
T was
by the fact that there was a lot of curiosity
sUITOunding
Bollywood'sideal romantic coupleposttheirmarriage,
'The commercialshowedAishwarya
enjoying luxurious
a
bath usingthe new Lux with beautyoils,anddeciding
10
springa surpriseon her husband. hen
W Abhishek
comes
homefromwork,sheblindfolds
himandhehas
tofind
her
by her new-foundscent.A play(ulsensual
game
of'catch
me if you can' ensues,withAbhishek
unable
tocatch is
h
wife as his handsglideoff her smoothskin.Finally,
when
he thinks he hasher,he removeshisblindfold, tosee
only
that he is hugginghis cleaningladyinstead,
asAishwarya
laughs on. A music track composedby trio Shankar.
Ehsaan-Loy lent a rustic, Sufi-esquefeel to thefilm.
The ad was unveiledon a realityshowabout arriage,
m
Source:httpllwww.luxindia.in/. accessed 23 August 2010.

Image
2.5 Luxpromotion;
alsoseePlate3
called
LuxPerfect ride(onStarPlus),withan in-serial
B
placement
forthebrand's
skinsoftening lements,
e
aswell
asa blindfold ameakinto the one in the commercial
g
being
played
outbythecontestants.
Thecampaign
was
extended another uickpromotional
to
q
onefeaturing
the
couple
talkingabout'good news'-a doublemeaning
quip-aboutheLuxgoldcoinoffer. heSufi-esque
t
T
track,
Saneebhisona
s
lagey, ecame popular ownload
b
a
d
item
(asringtones
andothers)withthousands downloads
of
overheInternet'
t
(Joshi 010).
2
Thecouple
endorsed 'Luxsoaprichwithbeauty
the
oilsfor soft skin like neverbefore'.The new variant,
along
withofferinga lavishbathingexperience
offers
'softer ~inanda newyou' (Lad2009).Abhishek's
s
ad
wasmuchappreciated, it had a woman'sbeauty
as
being
cherished.
Further, ux capitalized portraying
L
by
Aishwarya 'noticeablyofterskintodisarm
Rai's
s
eventhe
most nflappable men'(Lad2009).Thisreflects
u
of
Lux's
oldtraditionf remaining beautifyingymbol or Indian
o
a
s
f
women
(Kashyup
2009).

Events
andcontests
suchas '22caratgoldstaroffer'
werehosted relate
to
tocustomers'
feelings
ofbecoming
a
star.Inanother ampaign,
c
Luxalsopromisedustomers
c
a
chance meetbrand
to
endorsers-Abhi-Ash-inLondon
(Chatterjee010).
2
Thisactivity
helped
thebrandgelwiththeconsumer.
The consumer ot an opportunity rubshoulders ith
g
to
w
real-life
starsin London, ndthecompany
a
managed
to
showcase
thefactthatwhenit saysLuxis a soapforthe
stars,it means
it!
Allthatglitters
didturnoutto begoldforLux
In morethan eightdecades its existence, ux has
of
L
consistently
proved tobethebeauty oap
itself
s forthestars.
Lux during its existencehas remainedpersistent
in grabbingthe numberone slot in the personal are
c
segment(2010).Following line of success,it won
its
thetitleof the 'mosttrustedbrand'by grabbing
thethird
position(2010a).Lux has gainedimmense
popularity
amongst
different
stratam
ofcustomersuringitsjourney,
d
beit thehousewife,
theyoungmale,or theadultfemale
(Brand
Equity, 010b). hestarendorsersvertheyears
2
T
o
have
feltthatendorsinguxhasadded
L
totheirstature
as
well. ccording Hema
A
to
Malini,Oneoftheturning
'
points
ofmycareer aswhenI wassigned
w
upbyLux.Itwasthen
thatI knewthat I hadmademy markin Indiancinema.
Tobe a Luxstar is a muchsought-after
honour mong
a
leading
ladies
andit trulymeans lotto me.'JuhiChawla
a
hadoncesaid,'I do believe
thata significant
recognition
I received
otherthanwinning MissIndiacrownwas
the
beingnamed Luxstar.'Thus,it is notonlyLuxthathas
a
gained
fromtheendorsers,
butbeinganendorser
forthe
brand matter f honour nda stamp
isa
o
a
ofachievement.

in thefootsteps theleading
of
ladiesof thesilverscreen
of theirtimes.Lux has continued romance
its
withthe
consumers
overtheyears(Shukla
2008). heperspective
T
of havingcustomers
relateto theirfavouriteBollywood
starfromgeneration
togeneration toughnuttocrack.
isa
This reflectsthe brand'scompetitive
edge,evenas it
continues link itselfto the 'beauty','style','fashion',
to
and 'glamour' f the Bollywood
o
beauties
endorsing
the
product. hebrandhasgrownfromstrength strength
T
to
and with the helpof a longstar-studded
heritage
has
sustained
customers'
interestand its reputation the
in
market.
DiscussionQuestions

1. Using
theKapferer odel, laboratehelongandstarm
e
t
studded
journey Lux.
of
thestrategy usingfilmstarsto promote
of
the
Luxhassuccessfully
forgeda linkbetween
theusageof 2. Discuss
product.
thebrandandconsumers ecoming
b
starsandfollowing

Conclusion

f'~~ft

Dftl.................

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Case study lux symbolizing beauty-2

  • 1. ~~~~ .,,- "'.", --~" - CASE STUDY ...~'-'- "", -",' -,,~ LUX-Symbolizing eauty* B Luxisanestablishedrand b ofHindustan nilever imited U L (HUL),renowned be one of the giantplayersin the to fastmoving consumer goods(FMCG) egment. s Overthe courseof time,HULhasdiversified portfolio has its and marked presence its acrosstwentydifferent ategories, c suchas food brands(Annapurna, Knorr,Taaza,etc.), homecare brands(Vim,SurfExcel,ActiveWheel,etc.), personal are brands(Axe,Ponds,Sunsilk,etc.),qnd c Pure-it aterpurifiero reach w t thpninn""I...f ~..-:.-" Luxcontinues tobeastarperformer inUnilever'srand b portfolio andthiscaseexplores owLuxhassuccessfully h overcome challenge appealing all consumers, the of to young andold,fromSeeAto SeeEacross thelength and breadth hugecountry ofa likeIndia. - Thl!productglitteratiof the soaps Luxwas launched a toiletsoaDbv Iinilo"o.'"I -. ._as
  • 2. itwasintroduced intheUKmarket sa productoffering a ' people chance pamperthemselvesor a modest a to f price'. theyear1929,Luxexpanded international In its customer baseby introducing itselfin India.The brand name, hasbeen 'Lux', derived fromtheword'luxury', ut b the word inLatin symbolizes 'light'.Unilever lended b both these elementsndportrayed a Luxin syncwithstardom and theluxurious lifestyle Bollywood of celebrities, wellknownmongheIndian a t audiences. Itsjourney continued toenlighten women aboutthepower beauty of bestowed them. hevariousvariantsin its portfolio,end Lux a T l certainharm c (seeTable 2.3). Table2.3 Luxvariants SoftKiss Madefromstrawberries ndmoisturizing a whipped creamfor softandkissable skin. Velvet Touch Madewithpeachandmoisturizing hipped w creamfor velvetyandkissableskin. Silk Caress Madewithrichmacadamia nd a moisturizing hipped w creamfor nourished andkissable skin. White Forfair andadmiredskinwithvitamin83, Glamour Roseoil, andwhitetea oxidant. Wake eUp Forrecharged M andfreshskinwithrefreshing mineral altsandseaweed. s Magic Spell Forsoftandfragranced skinwithfine aromatic oilsandlotusessence. Source: UL-Reveal Your Star Appeal, 2010. H Apartfromthese,in its eightyyearsof experience in themarket,Lux has also launched othervariants, which includeLux Strawberry Cream,Lux Peach and andCream, ux FestiveGlowwith Honey,Lux Cream L White, Chocolate eduction, S Sandalwood+Honey, Purple Aromatic Glow, tc.All thesevariations e havemadeit a sensuous brand, hichfocuses w oncaressing woman's a body ithgentleness giveit a glowandalsodevelop w to a fragrance mesmerize to herpartner. Brand strategy Sollywoodeautiesthroughtheages b (Srinivasan and Shashidhar 007),and followingthis 2 tradition wasMadhubala theeraof the50s;Waheeda in Rehman, airaBanu,Parveen S Babi,and Simi Grewal duringthe60sand70s;andHemaMalini, eenat man, Z A Poonam Dhillon, atiAgnihotri R heading thegenerationf o the80s(Mitra2010).Marking thechange generations in andto maintain market ynamics, the d Sridevi ndorsed e it in the 80s, and the 90swereruledby JuhiChawla (Chatterjee 005),Karisma 2 Kapoor, aniMukherji, R and MadhuriDixit (Mitra 2010).The other leadingladies associated withthe brandhavebeenKareena Kapoor, Priyanka Chopra, ndAishwarya ai,thelatest dditions a R a to this bandwagon eingKatrinaKaif(Chatterjee b 2010) andAsin.(Image 2.4showsKatrina Kaifendorsingux.) L All these beautiesfrom Bollywood joinedthe Lux fraternity theverypeakof theircareers, at which resulted in the beliefthat by joiningthe Luxfraternity, staris a born.Jayalalitha hoendorsedhebrand w t during the70s, hasdistinguished herselfnthefieldof politics i along with mastering thekeyto success cinema in (Mitra 2010). ll A thishashelped thebrand inmountingtrong s relationships withcustomers fromall sections,anging r fromSECA to E(Chatte~ee 2005). uxcashed L inontheconsumer's secret desireofbeing a Bollywood celebrity someday andthe aspiration be at the top spotin whicheverieldthey to f chooseto enter.Thishelpedin establishingn assured a linkage between theconsumers andthebrand. Thebeauty soap manufacturer hascontinued toestablish itsrelationship with every generation, nd continues innovateits a to product andpackagingyusing b young andvibrant olours c andcelebrities hoareinsyncwiththelatest tyles. w s On the eveof its 75thplatinum jubilee,therewasa complete transformation its branding in strategywhen reigning superstar hahRukhKhanwasseenpromoting S the brandalongwith the Bollywood beauties who had endorsed thebrandinthepast.He'portrayed themetrosexualmalewitha softtouch'and'a softguywhois in touch with his emotions'. his uniquetransitionwas T adopted hehasbeen. greatfavourite as a withwomen of all ages(Chatterjee005)and 'the usageof the brand 2 actually showed gender plit'(Mitra a s 2010). Promotional ffers o Right fromits launch 1929,Luxhasropedin reigning in beauties the silverscreento endorse brand.The A promotional of the offerof Lux that has enjoyedimmense istheLuxGoldStaroffer,inwhichconsumers ' foremost beauty brandambassador beingLeeiaChitnis; popularity
  • 3. -""-"'---""''''''''''''- '1»,;,.. <n.," Sool,jo!",n "ire"", ,,"", " JobIOftIo ,-"< -s.Jo.., ~ "Aj,"""i~, A.' Ny.n.. (hop<a e..O!y. St;if"f"- ..,.;GIo"""-J.,d... -- ___,ShumaII.ond-Khon """ SIy!O-I>y '-",,_lib Source: http://www.lux.com.pklbrandjnfo.html. sign;i<... -."' -Ijiotooy Lu. SlylotI DonIya "" l... C, " accessed 22August2010. Image 2.4 LuxandKatrina Kaif;alsoseePlate 3 had the chance findinga goldcoin insidetheirLux of soap'. hiswasinitially T offered intheyear2000andinthe succeedingearit wasthemed y 'Chance Hai',wherethe winnerof the goldcoinhadan additional opportunity to winanextrathirtygrams ofgoldbycalling theadvertised telephone number. Thefirsttencallerseachweekwere giventheadditional 30grams ofgold.'Theofferwasvalid on100grams (pink, hite, ndblack) nd150grams w a a (pink andblack) uxtoiletsoaps, earing L b thespecially esigned d goldstarlogoonthewrapper. 100gramssoapbar The contained 3grams a goldcoinandthe150grams soapbar contained 5 grams a goldcoin.' ctress A Raveena Tandon whowas ropedin for the 2001endorsement travelled 'acrossselectcitiesand madesurprise visitsto several homes, ewarding r thosehavingLuxgoldstarwrappers withmoregoldstars'. Theyear2009sawa declinein salesof the brand, especiallyin small towns where the housewife was fallingoutof lovewithLux.'Postresearch, keyinsight a emerged-the smallownhousewife t wants tolook beautiful forherhusband ndwishes recapture a to themagic her of earlydaysof marriage, ut withoutbeingtoo obvious b about her 'seducing'efforts,as societal ressures nol p did permither to be too bold.'Tomeetthisneed,Bollywood's ' real-life star couple,AbhishekBachchan andAishwarya Rai Bachchan'were roped in. (Image2.5 shows stiH a from theAbhi-Aishad campaign Lux.)'Aishwarya, for had beena longstanding brandendorserorLux(for than f more a decade)and roping in her husband seemed the tobe logicalthingto do', to portraycoupleplay. his helped T was by the fact that there was a lot of curiosity sUITOunding Bollywood'sideal romantic coupleposttheirmarriage, 'The commercialshowedAishwarya enjoying luxurious a bath usingthe new Lux with beautyoils,anddeciding 10 springa surpriseon her husband. hen W Abhishek comes homefromwork,sheblindfolds himandhehas tofind her by her new-foundscent.A play(ulsensual game of'catch me if you can' ensues,withAbhishek unable tocatch is h wife as his handsglideoff her smoothskin.Finally, when he thinks he hasher,he removeshisblindfold, tosee only that he is hugginghis cleaningladyinstead, asAishwarya laughs on. A music track composedby trio Shankar. Ehsaan-Loy lent a rustic, Sufi-esquefeel to thefilm. The ad was unveiledon a realityshowabout arriage, m
  • 4. Source:httpllwww.luxindia.in/. accessed 23 August 2010. Image 2.5 Luxpromotion; alsoseePlate3 called LuxPerfect ride(onStarPlus),withan in-serial B placement forthebrand's skinsoftening lements, e aswell asa blindfold ameakinto the one in the commercial g being played outbythecontestants. Thecampaign was extended another uickpromotional to q onefeaturing the couple talkingabout'good news'-a doublemeaning quip-aboutheLuxgoldcoinoffer. heSufi-esque t T track, Saneebhisona s lagey, ecame popular ownload b a d item (asringtones andothers)withthousands downloads of overheInternet' t (Joshi 010). 2 Thecouple endorsed 'Luxsoaprichwithbeauty the oilsfor soft skin like neverbefore'.The new variant, along withofferinga lavishbathingexperience offers 'softer ~inanda newyou' (Lad2009).Abhishek's s ad wasmuchappreciated, it had a woman'sbeauty as being cherished. Further, ux capitalized portraying L by Aishwarya 'noticeablyofterskintodisarm Rai's s eventhe most nflappable men'(Lad2009).Thisreflects u of Lux's oldtraditionf remaining beautifyingymbol or Indian o a s f women (Kashyup 2009). Events andcontests suchas '22caratgoldstaroffer' werehosted relate to tocustomers' feelings ofbecoming a star.Inanother ampaign, c Luxalsopromisedustomers c a chance meetbrand to endorsers-Abhi-Ash-inLondon (Chatterjee010). 2 Thisactivity helped thebrandgelwiththeconsumer. The consumer ot an opportunity rubshoulders ith g to w real-life starsin London, ndthecompany a managed to showcase thefactthatwhenit saysLuxis a soapforthe stars,it means it! Allthatglitters didturnoutto begoldforLux In morethan eightdecades its existence, ux has of L consistently proved tobethebeauty oap itself s forthestars. Lux during its existencehas remainedpersistent in grabbingthe numberone slot in the personal are c segment(2010).Following line of success,it won its thetitleof the 'mosttrustedbrand'by grabbing thethird position(2010a).Lux has gainedimmense popularity amongst different stratam ofcustomersuringitsjourney, d
  • 5. beit thehousewife, theyoungmale,or theadultfemale (Brand Equity, 010b). hestarendorsersvertheyears 2 T o have feltthatendorsinguxhasadded L totheirstature as well. ccording Hema A to Malini,Oneoftheturning ' points ofmycareer aswhenI wassigned w upbyLux.Itwasthen thatI knewthat I hadmademy markin Indiancinema. Tobe a Luxstar is a muchsought-after honour mong a leading ladies andit trulymeans lotto me.'JuhiChawla a hadoncesaid,'I do believe thata significant recognition I received otherthanwinning MissIndiacrownwas the beingnamed Luxstar.'Thus,it is notonlyLuxthathas a gained fromtheendorsers, butbeinganendorser forthe brand matter f honour nda stamp isa o a ofachievement. in thefootsteps theleading of ladiesof thesilverscreen of theirtimes.Lux has continued romance its withthe consumers overtheyears(Shukla 2008). heperspective T of havingcustomers relateto theirfavouriteBollywood starfromgeneration togeneration toughnuttocrack. isa This reflectsthe brand'scompetitive edge,evenas it continues link itselfto the 'beauty','style','fashion', to and 'glamour' f the Bollywood o beauties endorsing the product. hebrandhasgrownfromstrength strength T to and with the helpof a longstar-studded heritage has sustained customers' interestand its reputation the in market. DiscussionQuestions 1. Using theKapferer odel, laboratehelongandstarm e t studded journey Lux. of thestrategy usingfilmstarsto promote of the Luxhassuccessfully forgeda linkbetween theusageof 2. Discuss product. thebrandandconsumers ecoming b starsandfollowing Conclusion f'~~ft Dftl.................