When you think of a Lux ad, what comes to mind? A glamorous actress, glowing skin, and that iconic soap rubbing scene, pure elegance in a bubble-filled frame. But this time, the script flipped. Enter Rahul Subramanian, the stand-up comedian, who steals the spotlight, or at least tries to.
On October 19, 2025, Rahul shared a throwback on social media: a bathtub overflowing with foam, only his face peeking out. His caption read, “Throwback to the time I auditioned for a Lux commercial. They rejected me and went with an actress. I blame it on Nepotism. Tag your favourite actresses and ask for justice.”
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Fans didn’t waste a second flooding the comments, tagging Lux India, and rallying for Rahul’s long-overdue bubble moment.
One would think a century-old brand like Lux would hesitate to respond to a comedian’s playful jab. But they didn’t. Instead, they invested in the production of a full commercial featuring Rahul in a bathtub.
The ad opens with a voiceover asking, 'Kitna hi bura ho sakta hai?' (How bad could it be?), and there’s Rahul, his face peeking out from a sea of bubbles, Lux soap in hand. His first line, 'Rahul, naam toh suna hoga', cleverly riffs on SRK’s iconic dialogue from Kuch Kuch Hota Hai, as if Rahul himself were the superstar.
Shah Rukh Khan, who has been the face of several iconic Lux campaigns, passed the baton to his daughter in 2024. Afterward, he became the new brand ambassador for Lifebuoy, another Unilever brand.
What follows is classic Rahul, attempting romance, humming tunes, and striking poses after every cut, yet nothing seems to click. Frustrated, he turns to the director and asks, “What do you want from me, on a scale of 1 to 10 DDLJ?” True to form, he’s an overachiever, ready to go all out.
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Next, the brand sets up a video call with influencer Rida Tharana, fresh off her Lux ad for the #KhudKeLiyeMoment campaign just a week earlier. Though they barely know each other, she offers a few encouraging words that would give Rahul a much-needed boost.
After several more takes and a healthy dose of Bollywood-style drama, the director finally calls it a wrap. But Subramanian seems to savor every second of his solo bathtub moment. The ad closes with him delivering the line, “Tum log jao, main aata hun.”
Talking to IMPACT, Abhinav Ravikumar, Global Brand Director – LUX & Lifebuoy India, Hindustan Unilever, said, “We saw Rahul Subramanian’s organic post as a moment worth tapping into. It aligned with our ongoing ‘Khud ke liye’ narrative for LUX Sandal & Beauty, which celebrates indulgence for oneself. The idea was to drive conversation around the brand through an unexpected and witty collaboration.”
Ravikumar further added that through the video, we retained LUX’s signature glamour but also leaned into Rahul’s authenticity and humour to create something fresh and engaging. He states that this was just the digital-only campaign, and a quick turnaround was the key, so we responded while the moment was still relevant.
The ad was conceptualised by VML Singapore, and we spoke to understand what went behind the execution of this campaign.
Viraj Swaroop, Creative Director, VML Singapore, told IMPACT, “This wasn’t just about responding; it was about reframing the narrative. The comments section made it clear that it landed. The most common reaction was, ‘I didn’t expect this from LUX,’ and that’s exactly the kind of response we were hoping for from this collaboration.”
Hinoti Joshi, Managing Director, Unilever VML Singapore, adds that when Rahul dropped his first post, our teams moved quickly. Within hours, ideas were flying, approvals were secured, and Rahul was on board. It was one of those rare moments where everything aligned: quick thinking, shared enthusiasm, and seamless collaboration.
Joshi added that as the brand moves away from conventional beauty standards and embraces a more expressive, individualistic approach, LUX is redefining beauty on its own terms. It was truly a case of being in the right place, at the right time, with the right creative idea.
According to the team, the comedian’s post went live at 11:30 a.m. and the agency had a deck ready for the client within just an hour. Within 24 hours, two creative rounds were completed, Rahul was on board, and discussions with the client were underway.
Joshi highlighted that we were catering to a niche urban audience. But for the audience we wanted to reach, it landed perfectly, and the organic traction proved that.
Swaroop says that this campaign came together faster than any big celebrity TVC. “That’s the beauty of digital, it lets you move quickly, stay flexible, and take smart creative risks. And when it’s rooted in comedy, it naturally finds its audience,” he stated.
This marks the first time since Shah Rukh Khan that a man has featured in a Lux bathtub commercial. For media visibility, the brand is currently relying mainly on the comedian’s social media and its own channels. Additional assets are also planned, including content with Rahul discussing the price drop.
Swaroop stated, “Today, brands understand that self-awareness and humor foster relatability. For LUX, comedy became a powerful vehicle to project a confident, contemporary voice serious about its message, yet unafraid to have fun with it.”
