Well, the obvious answer would be because it's a feminine product, something only women use.
But Shah Rukh Khan disagrees, plunging his bare body sensationally into a bathtub filled with rose petals. Over the decades, Lux soap advertisements have featured many a star, but now, on the 75th anniversary, a superstar is called for. 'So I said, 'Main hoon na,'" the star says, tongue firmly in cheek.
The advertisement was unveiled on September 9 at a media function organised by Lux to commemorate its 75th anniversary and announce their latest range.
The new Lux collection is represented by four Lux beauties handpicked from across the decades -- Hema Malini, Sridevi, Juhi Chawla, and Kareena Kapoor.
Looking gorgeous in saris, the ladies were present to wax eloquent about their relationship with the soap, from Juhi -- who has been the longest running brand ambassador (at 11 years) -- to Kareena, who is the third in her family to endorse Lux after mother Babita and elder sister Karisma.
King Khan was conspicuous by his absence, and the press wasn't thrilled. After waiting more than an hour and a half for the show to begin, the cameramen wanted a photo-op with the superstar, which was not to be. The Lux officials meekly confessed they never planned to have SRK present, a funny concept considering he is the highlight of the new television commercial.
Still, the four ladies who flank Khan's bathtub were all present, and looked beautiful -- fitting for Lux, a name derived from the word luxury.
Photograph: Pradeep Bandekar