Mumbai, India – Lux, the emblematic brand known to have pushed against the grain of daily sexism, drops a daring sound declaration with Lux Mash -Up, a musical movement defying the genre that confronts gender stereotypes in the most unexpected places: the dance floor.
The “Lux Mash -Up” does not only summon questionable words – it transforms them through the skillful hands of DJ Pearl, DJ Tashi, and Dr. Sangria electrifying, three powerful artists who dominated the scene of the clubs of India with their signature sounds and their shameless presence.
Combine with the T series of Bhushan Kumar – the main musical power of India with a vast catalog that resonates with a various audience, this collaboration marks a daring and culturally resonant step in the conversation around equality and respect.
Working alongside the partner on the EYP Creations field, the campaign cleverly rises the tension between nostalgia and progress, offering a new vision of the success of Bollywood for which we sing – often without questioning what they really say about women.
“Music is emotion. Music is memory. By evolving the stories that we are dancing and celebrating, we can shape a more inclusive and stimulating vision of women and their beauty and their strength,” said Hinoti Joshi, World Director Partner at VML Singapore. “With the Lux mixture, we wanted to fight sexism without preaching; to move people – and make them think – without missing a beat,” said Marco Versolato, CCO of VML Singapore.
Live performances, the reading lists organized on digital platforms and the commitment of online content allowed the campaign to integrate organically into the celebration spaces of India, aroused both joy and reflection.
This entertaining campaign is based on Lux's long -standing commitment to defend women and promote positive cultural accounts.
