Lux: Lux Style Awards 2020

Lux, a personal care brand, launched a campaign during the COVID-19 pandemic in Pakistan to maintain its category lead.

Campaign details

Brand: Lux Brand owner: Unilever Entrant company: Mindshare Pakistan, Karachi Market: Pakistan Sector: Bath toiletries, soaps Media channels: Newspapers, Social media, Sponsoorship - event, Television Budget: 500k - 1 million

Executive summary

Lux operates in the Skin Cleansing category that includes formats such as Soaps and handwashes. Lux has a long legacy in the Pakistan market with its iconic star-studded campaigns featuring the top celebrities of their era. With its positioning on be

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