It started with Shahrukh Khan in the bath tub. Lux trying to break away from its cliched advertising format, while retaining the star association. Then you saw a peek of Ms. Rai in an ad that made little sense to most people but did catch attention because of its sheer incomprehensibility.

And now Priyanka Chopra is doing her number in the latest Lux ad - neons, and catchy jingle aside, Lux ads have stopped making sense. The attempt to modernize the ads and their presentation is relevant, but not well executed. Makes you think, perhaps the tried and tested formula of leading ladies attributing their beauty to the soap simply and clearly, and perhaps boringly may have been a better route after all!