MUMBAI, INDIA – Lux, the iconic brand known for pushing against the grain of everyday sexism, drops a bold sonic statement with Lux Mash-Up, a genre-defying musical movement that confronts gender stereotypes in the most unexpected of places: the dance floor.
The “Lux Mash-Up” doesn’t just call out questionable lyrics – it transforms them through the skillful hands of DJ Pearl, DJ Tashi, and the electrifying Dr. Sangria, three powerhouse artists who’ve dominated India’s club scene with their signature sounds and unapologetic presence.
Teaming up with Bhushan Kumar’s T-Series – India’s leading music powerhouse with an expansive catalogue that resonates with diverse audiences, this collaboration marks a bold and culturally resonant step in driving the conversation around equality and respect.
Working alongside on-ground partner EYP Creations, the campaign artfully rides the tension between nostalgia and progress, offering a fresh take on the Bollywood hits we sing along to—often without questioning what they truly say about women.
“Music is emotion. Music is memory. By evolving the narratives we dance and celebrate to, we can shape a more inclusive and empowering vision of women and their beauty and strength,” said Hinoti Joshi, Global Managing Partner at VML Singapore. “With the LUX Mash-Up, we wanted to fight sexism without preaching; to make people move – and make them think – without missing a beat,” said Marco Versolato, CCO of VML Singapore.
Live performances, curated playlists on digital platforms, and engaging online content allowed the campaign to organically integrate into India’s celebratory spaces, sparking both joy and reflection.
This entertaining campaign builds on LUX’s longstanding commitment to championing women and promoting positive cultural narratives.
