Author: Web Desk

Empowering Women By Disrupting Sexist Narratives in the Indian Film Industry: LUX Launches ‘The End’ Campaign.

SINGAPORE – Media OutReach Newswire – 24 April 2024 – VML Singapore and LUX, the global beauty brand under Unilever, has partnered with MX Player, a leading OTT platform, to launch a fresh new campaign that tackles a deeply ingrained issue in Indian cinema: the normalisation of sexism.

The campaign titled ‘The End’, shines a light on how classic Indian films, while undeniably popular on streaming platforms, often portray outdated narratives where men disregard a woman’s clear refusal. This innovative campaign aims to spark conversation and inspire positive change within the industry.

This campaign leverages the power of communications within the MX Player platform in a truly unique way. Instead of traditional ad breaks that disrupt the viewing experience, LUX will utilize ad spaces strategically placed within the films themselves.

For example: The movie plays as expected, up until a crucial scene where a man is acting inappropriately and the woman clearly expresses her dissent. This could be a verbal “No,” a look of discomfort, or any other clear indication of her unwillingness. At this pivotal moment, the LUX ad seamlessly interjects, effectively simulating the end of the movie with end credits. This unexpected end surprises viewers with a new perspective on behaviour that has become normalised.

The campaign showcases such scenarios to emphasise the power of “No” and the importance of respecting boundaries. It features powerful messages about  the importance of consent, demanding an end to sexism the moment it appears, and understanding that a woman’s glowing beauty is never an invitation or excuse for harassment.

For over a century, LUX has empowered women to express their unique beauty and individuality. Their new campaign builds upon this legacy, taking a creative and impactful approach to tackle a significant social issue.

“For decades, films have perpetuated the idea that a persistent man eventually wins a woman’s heart, even if she initially rejects him,” said Severine Vauleon, Global Brand Vice President, LUX | Bath & Body. “While the industry has undoubtedly made strides towards progress, many popular films from the past remain riddled with these outdated sexist scenes. We’re proud to partner with MX Player on this innovative initiative that uses the power of communications to address a social issue.”

By partnering with MX Player, a platform renowned for its diverse library of content reaching a wide audience, LUX showcases its commitment to leveraging its reach for social progress. This strategic partnership ensures the campaign’s message finds a powerful voice and resonates with a vast and diverse group of viewers.

Hinoti Joshi, Global Managing Partner at VML Singapore, who spearheaded the campaign, commented, “This campaign is not about erasing cinematic history. It’s about sparking a conversation and encouraging viewers to critically analyse the narratives they consume. We believe that classic films can still be enjoyed while acknowledging the outdated social norms they sometimes portray.”

The LUX and MX Player campaign has the potential to spark a much-needed conversation within the Indian Film industry. By challenging outdated sexist scenes and promoting narratives that celebrate female agency and respect for boundaries, the campaign can pave the way for a more progressive and empowering future for Indian cinema.

‘The End’ campaign is a call to action, encouraging viewers to critically analyse the narratives they consume and question outdated portrayals of women. It also sends a powerful message to the film industry itself: the audience is ready for stories that reflect a more progressive and respectful portrayal of gender dynamics. 

About LUX

LUX has been celebrating beauty and femininity since 1925. We understand that beauty is a woman’s armour, her source of strength. It is hers to express, unapologetically. We will continue to help women everywhere fight casual sexism at home, in the workplace and in wider society.

About MX Player

MX Player is India’s largest growing OTT platform with a diverse audience base as well as a global reach of 17+ markets including UAE, US, Canada, UK, Australia, New Zealand, Bangladesh, Nepal, Afghanistan, Sri Lanka and Maldives amongst others. It currently operates on both, AVoD and SVoD models with a keen understanding of the pulse of the audience, It has recently had several record-breaking shows across genres like Bhaukaal, Aashram, Matsya Kaand, High, Samantar, Dharavi Bank, and Campus Diaries. It is also the only OTT global platform to deploy H.266 technology that cuts down video streaming data consumption by 70%. As per the State of Mobile 2023 Report by Data.ai, MX Player ranks #1 in India and #3 Worldwide in terms of Downloads in Video Streaming.

LUX invites everyone to rediscover the enduring power of its fragrances and to experience firsthand why, after a hundred years, LUX’s signature scents are “Still There.”

SINGAPORE – Media OutReach Newswire –  24 April 2024 – The global beauty brand under Unilever, LUX, a pioneer in luxurious personal care and fragrant soaps, is proud to announce its new campaign, “Still There”, created by VML Singapore, this campaign is a nostalgic journey through time that showcases the enduring appeal and lasting power of its signature fragrances.

Honouring a remarkable 100-year legacy of infusing fine French fragrances into its products, LUX reaffirms its commitment to quality and draws on this proud heritage to highlight the lasting power of LUX’s unique scents, which continue to enchant users decades after their introduction, setting a new standard in the personal care industry.

The concept behind “Still There” is simple yet profound: demonstrating that the fragrances used in LUX soaps not only persist but remain distinctive and captivating over time. To bring this concept to life, LUX undertook an ambitious project to locate and test vintage LUX soaps, some of which date back to as early as 1938. After more than 500 hours of searching and over 75 days of procurement, these soaps were analysed by the esteemed Givaudan Perfumery School. The results were astounding. Descriptors like “Very feminine but with a strong identity” and “Beautiful scent, very opulent, sweet and floral” confirmed that the fragrances had stood the test of time – they were indeed “Still There.”

The campaign sets itself apart through its innovative blend of historical reverence and modern scientific validation. Unlike other campaigns that may rely solely on contemporary appeal, LUX has tapped into its rich archives to prove a point about quality and consistency. This unique approach not only showcases LUX’s commitment to excellence but also bridges generations of users who have chosen LUX soaps for their distinctive and lasting fragrances.

“We are thrilled to embark on this nostalgic journey with the ‘Still There’ campaign, which not only celebrates our rich heritage but also underscores our commitment to quality and innovation,” said Severine Vauleon, Global Vice President, LUX Bath and Body, Unilever “By exploring our archival soaps and demonstrating their enduring fragrance, we pay homage to a century of excellence and reaffirm our promise to deliver unparalleled sensory experiences to our consumers. LUX has always been at the forefront of combining luxurious touches with everyday personal care, and this campaign beautifully encapsulates the essence of what we stand for.”

VML Singapore created this campaign to underscore LUX’s strengths in fragrance longevity and quality, areas where it outperforms competitors. By successfully preserving the integrity of its soap fragrances for decades, LUX demonstrates its superiority in fragrance infusion technology and its deep understanding of consumer desires for enduring and pleasant scents.

As part of the “Still There” campaign, LUX introduced an engaging interactive element with social media influencers to broaden its impact and reach. LUX sent beautifully crafted boxes to selected influencers, each containing four samples of soap powder drawn from different historical periods. These influencers were encouraged to smell the samples and describe the fragrances, capturing their initial impressions and sensory experiences. After recording their thoughts, they opened an accompanying envelope that revealed the age of each sample, some being decades old. The surprise element highlighted the timelessness of LUX fragrances. To connect the past with the present, the box also included two of LUX’s current body washes, demonstrating that today’s products continue to deliver up to 24 hours of lasting fragrance. This creative approach not only emphasised the consistency and heritage of LUX’s quality but also showcased its evolution and adaptation to contemporary beauty standards.

Hinoti Joshi, Global Managing Partner Unilever at VML, Singapore, who spearheaded the campaign, commented, “by weaving together the past and the present in this unique experiential campaign, we’ve highlighted not only the enduring legacy of LUX fragrances but also their relevance and appeal in today’s market. This initiative serves as a bridge connecting generations, proving that truly luxury and exquisite scents are indeed timeless. We are excited to see how this campaign resonates with both long-time fans and new audiences alike, reinforcing LUX’s position as a leader in the world of fine fragrance personal care.”

LUX continues to lead with innovation while staying true to the timeless allure that has defined the brand for a century. “Still There” is more than a campaign—it is a testament to LUX’s legacy and its future in offering consumers the ultimate experience in indulgent and lasting fragrance.

About LUX

LUX is committed to creating indulgent skincare products that provide consumers with a touch of glamour and an exceptional experience. Known for its commitment to quality, LUX continues to harness the power of technology and the finest ingredients to deliver superior product offerings globally.

• HyunChan Cho joins as Managing Director – Head of Infrastructure and Head of Korea
• Elizabeth Di Cioccio joins as Managing Director – Capital Markets, EMEA

HONG KONG SAR – Media OutReach Newswire – 23 April 2024 – Private equity firm Gaw Capital Partners is pleased to announce the appointments of Mr. HyunChan Cho and Ms. Elizabeth Di Cioccio as key additions to its senior leadership team. These appointments bring a wealth of expertise and experience to the firm, positioning Gaw Capital for further success and fostering synergy across its investment and capital markets divisions.

Mr. HyunChan Cho joins Gaw Capital as the Managing Director – Head of Infrastructure and Head of Korea, bringing extensive expertise and a proven track record in infrastructure investment. With his deep industry knowledge and strategic acumen, Mr. Cho is the ideal candidate to drive Gaw Capital’s infrastructure investment initiatives, and to lead and expand Gaw Capital’s business in Korea. In addition, Mr. Cho’s comprehensive knowledge of the Korean market will spearhead the firm’s continued growth in the country. His successful leadership at IMM Investment, where he headed the infrastructure investment division, and his previous roles at the International Finance Corporation (IFC) have equipped him with a comprehensive understanding of alternative asset classes and portfolio management. Mr. Cho’s appointment will synergize Gaw Capital’s infrastructure investment strategies and contribute to the firm’s expansion into new sectors.

Ms. Elizabeth Di Cioccio, joining as the Managing Director – Capital Markets, EMEA, brings nearly 20 years of experience and a proven track record of success in capital markets to Gaw Capital. Prior to joining Gaw Capital, Ms. Di Cioccio served as the Head of Middle East and Managing Director at KKR & Co. Inc (KKR), overseeing KKR’s business in the Middle East with a focus on raising capital from GCC-based sovereign wealth funds (SWFs) and other government and institutional clients. With her expertise, Elizabeth will be responsible for Gaw Capital’s capital markets division in the EMEA region, driving strategic initiatives and continue to foster our key relationships. Her appointment will enhance the firm’s presence in the EMEA region and contribute to its overall growth.

Kenneth Gaw, President & Managing Principal at Gaw Capital Partners, said, “We are delighted to welcome Mr. HyunChan Cho to Gaw Capital Partners as our Head of Infrastructure and Head of Korea. Mr. Cho’s deep industry knowledge and strategic acumen make him the ideal candidate to lead our infrastructure investment initiatives in all markets, as well as drive the firm’s overall growth in the Korean market. With his expertise across alternative asset classes, including infrastructure, growth capital and venture capital, we are confident his joining will help us further achieve our corporate strategic goals.”

Christina Gaw, Managing Principal, Global Head of Capital Markets, and Co-Chair of Alternative Investments at Gaw Capital Partners, said, “We would like to extend a big welcome to Elizabeth to our Capital Markets team. I have known Elizabeth personally for over a decade and have great respect for her work in our industry. We believe Ms. Di Cioccio’s remarkable capital raising experience, coupled with her strong leadership skills, make her a valuable addition to Gaw Capital and will contribute to our continued growth in the EMEA region private markets, infrastructure sector and beyond. Leveraging Ms. Di Cioccio’s extensive experience and industry acumen, we are poised to unlock exciting opportunities and deliver long-term value to our investors.”

With a strong commitment to achieving sustainable growth, Gaw Capital Partners has been actively expanding its portfolio in the infrastructure sector and capitalizing on the growing opportunities in high-potential markets. The firm has robust plans to continue identifying and executing new investment opportunities, where Mr. Cho’s and Ms. Di Cioccio’s leadership will play a vital role in spearheading the firm’s expansion efforts and cementing its position as a leading player in the market.

About Gaw Capital Partners

Gaw Capital Partners is a uniquely positioned private equity fund management company focusing on real estate markets in Asia Pacific and other high barrier-to-entry markets globally.

Specializing in adding strategic value to under-utilized real estate through redesign and repositioning, Gaw Capital runs an integrated business model with its own in-house asset management operating platforms in commercial, hospitality, property development, logistics, IDC and Education. The firm’s investments span the entire spectrum of real estate sectors, including residential development, offices, retail malls, serviced apartments, hotels, logistics warehouses and IDC projects.

Gaw Capital has raised seven commingled funds targeting the APAC region since 2005. The firm also manages value-add/opportunistic funds in the US, a Pan-Asia hospitality fund, a European hospitality fund, a Growth Equity Fund and it also provides services for credit investments and separate account direct investments globally.

Gaw Capital has raised equity of US$22.5 billion since 2005 with assets of US$35.9 billion under management as of Q4 2023.