A Cultural Exploration to Understand the South Indian Woman’s Tryst with Love, Romance & Beauty
CONSUMER RESEARCH
STRATEGIC INNOVATION & IDEATION
INNOVATION WORKSHOP
Lux, despite its iconic status, struggles to connect with the South Indian market. The usual communication strategies don't resonate with the South Indian consumer, who values logic, rationality, and a unique blend of tradition and modernity, particularly in their perceptions of beauty and relationships.
To address this challenge, the Lux team aims to develop a communication strategy specifically tailored to the MATKA region. This involves crafting a culturally resonant narrative that aligns with the South Indian woman's values by carefully contextualizing protagonists, storylines, visuals, and music to reflect her balance of tradition and aspiration.
Our Approach
We conducted a comprehensive review of all past advertisements, analyzing both those that succeeded and those that didn’t, along with competitive ads, international campaigns, and deep dives into the brand's history. This extensive analysis allowed us to identify key patterns and develop codes of what resonated with consumers and what fell short. We then brought the consumer into the process, positioning them as both an expert and a participant in the creative evaluation. Through this engagement, we tested our hypotheses and gained critical feedback on what worked and what didn’t. Based on these insights, we developed thematic and executional guidelines designed to drive more impactful and results-driven advertising strategies moving forward.
Our Methodology
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Review of all the advertising that has worked and not worked + competition ads + international ads + past brand deep dives
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Based on the dive, we develop codes of what is working and what is not
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We bring the consumer in. As an expert voice and a participant in the creative evaluation process. We test our hypothesis and get them to articulate what works and what doesn't
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We develop guidelines that should be used in advertising to make it more impactful. These are thematic and executional guidelines that will drive better results.
The Consumer Insight
We went deep into the Dakshin culture, and identified potent realities around beauty, glow, love, and romance which were relevant for the South Indian woman. We also unravelled a progressive template of the South woman who was more relevant today than ever before.
The Strategic Solve
We developed a playbook for the brand for South India. We created communication themes that highlighted the visual, and verbal codes and the semiotics used in the protagonist, setting, narrative and action.