Business Daily Media

Men's Weekly

.

LUX And MX Player Partner To Challenge Outdated Sexist Scenes With An Innovative Campaign ‘The End’

Empowering Women By Disrupting Sexist Narratives in the Indian Film Industry: LUX Launches 'The End' Campaign

SINGAPORE - Media OutReach Newswire - 24 April 2024 - VML Singapore and LUX, the global beauty brand under Unilever, has partnered with MX Player, a leading OTT platform, to launch a fresh new campaign that tackles a deeply ingrained issue in Indian cinema: the normalisation of sexism.

LUX And MX Player Partner To Challenge Outdated Sexist Scenes With An Innovative Campaign ‘The End’

The campaign titled 'The End', shines a light on how classic Indian films, while undeniably popular on streaming platforms, often portray outdated narratives where men disregard a woman's clear refusal. This innovative campaign aims to spark conversation and inspire positive change within the industry.

This campaign leverages the power of communications within the MX Player platform in a truly unique way. Instead of traditional ad breaks that disrupt the viewing experience, LUX will utilize ad spaces strategically placed within the films themselves.

For example: The movie plays as expected, up until a crucial scene where a man is acting inappropriately and the woman clearly expresses her dissent. This could be a verbal "No," a look of discomfort, or any other clear indication of her unwillingness. At this pivotal moment, the LUX ad seamlessly interjects, effectively simulating the end of the movie with end credits. This unexpected end surprises viewers with a new perspective on behaviour that has become normalised.

The campaign showcases such scenarios to emphasise the power of "No" and the importance of respecting boundaries. It features powerful messages about the importance of consent, demanding an end to sexism the moment it appears, and understanding that a woman's glowing beauty is never an invitation or excuse for harassment.

For over a century, LUX has empowered women to express their unique beauty and individuality. Their new campaign builds upon this legacy, taking a creative and impactful approach to tackle a significant social issue.

"For decades, films have perpetuated the idea that a persistent man eventually wins a woman's heart, even if she initially rejects him," said Severine Vauleon, Global Brand Vice President, LUX | Bath & Body. "While the industry has undoubtedly made strides towards progress, many popular films from the past remain riddled with these outdated sexist scenes. We're proud to partner with MX Player on this innovative initiative that uses the power of communications to address a social issue."

By partnering with MX Player, a platform renowned for its diverse library of content reaching a wide audience, LUX showcases its commitment to leveraging its reach for social progress. This strategic partnership ensures the campaign's message finds a powerful voice and resonates with a vast and diverse group of viewers.

Hinoti Joshi, Global Managing Partner at VML Singapore, who spearheaded the campaign, commented, "This campaign is not about erasing cinematic history. It's about sparking a conversation and encouraging viewers to critically analyse the narratives they consume. We believe that classic films can still be enjoyed while acknowledging the outdated social norms they sometimes portray."

The LUX and MX Player campaign has the potential to spark a much-needed conversation within the Indian Film industry. By challenging outdated sexist scenes and promoting narratives that celebrate female agency and respect for boundaries, the campaign can pave the way for a more progressive and empowering future for Indian cinema.

'The End' campaign is a call to action, encouraging viewers to critically analyse the narratives they consume and question outdated portrayals of women. It also sends a powerful message to the film industry itself: the audience is ready for stories that reflect a more progressive and respectful portrayal of gender dynamics.
Hashtag: #LUX

The issuer is solely responsible for the content of this announcement.

About LUX

LUX has been celebrating beauty and femininity since 1925. We understand that beauty is a woman's armour, her source of strength. It is hers to express, unapologetically. We will continue to help women everywhere fight casual sexism at home, in the workplace and in wider society.

About MX Player

MX Player is India's largest growing OTT platform with a diverse audience base as well as a global reach of 17+ markets including UAE, US, Canada, UK, Australia, New Zealand, Bangladesh, Nepal, Afghanistan, Sri Lanka and Maldives amongst others. It currently operates on both, AVoD and SVoD models with a keen understanding of the pulse of the audience, It has recently had several record-breaking shows across genres like Bhaukaal, Aashram, Matsya Kaand, High, Samantar, Dharavi Bank, and Campus Diaries. It is also the only OTT global platform to deploy H.266 technology that cuts down video streaming data consumption by 70%. As per the State of Mobile 2023 Report by Data.ai, MX Player ranks #1 in India and #3 Worldwide in terms of Downloads in Video Streaming.

News from Asia

Singapore-Led Professional Services Centre Opens in Shanghai to Strengthen Cross-Border Business Collaboration

SINGAPORE - Media OutReach Newswire - 25 June 2025 - Six trade associations and professional membership bodies have come together under a unified collaboration, known as the Alliance, to officiall...

NeuralFin adds strategic investors, DLH accelerates AI Agent push

HONG KONG SAR - Media OutReach Newswire - 04 April 2025 - DL Holdings Group, a company listed on the Hong Kong Stock Exchange Main Board (stock code: 1709.HK) announced the strategic restructuring...

DL Holdings and ViaBTC Sign a Non-Binding Term Sheet for Strategic Cooperation in Digital Assets

HONG KONG SAR - Media OutReach Newswire - 25 June 2025 - DL Holdings Group Limited (1709.HK) issued a voluntary announcement to the Hong Kong Stock Exchange on June 24, 2025, stating that it has s...

Mirah Investment & Development Achieves Key Milestone with the Soft Launch of Kuara Resort in Southern Lombok.

LOMBOK, INDONESIA - Media OutReach Newswire - 26 June 2025 - Mirah Investment & Development is proud to announce the soft launch of Kuara Resort, a boutique beachfront retreat on the souther...

Find the Coins at SG’s Latest Instagrammable Hotspot in #HuntTheMouse - LyndenWoods Edition

S$50,000 worth of shopping reward points await at the most accessible hunt yet SINGAPORE - Media OutReach Newswire - 26 June 2025 - From 20 June to 13 July 2025, Singapore Science Park 1 is the ne...

CLDY Rolls Out Always-On 2FA for WordPress, Responding to Alarming Rise in CMS Attacks

SINGAPORE - Media OutReach Newswire - 26 June 2025 - Singapore-based cloud provider CLDY has announced the launch of Always-On Two-Factor Authentication (2FA) across all WordPress sites it hosts, ...

CUHK Faculty of Social Science: Fostering Global Excellence in Social Impact and Innovation

HONG KONG SAR - Media OutReach Newswire - 26 June 2025 - In a landmark achievement for Hong Kong's higher education sector, The Chinese University of Hong Kong (CUHK) has surpassed its previous p...

ANDPAD Launches Vietnamese Language Support for its Cloud-Based Construction Project Management Service

Expanding Multilingual Support for Global Users TOKYO, JAPAN - Media OutReach Newswire - 26 June 2025 - ANDPAD Inc. (Head Office: Chiyoda-ku, Tokyo; CEO: Takeo Inada; hereinafter ANDPAD), which op...

ROSHI Releases Report On Credit Card Debt across Southeast Asia

SINGAPORE - Media OutReach Newswire - 26 June 2025 - Singapore based fintech ROSHI has released a new report analysing credit card debt levels across Southeast Asia, providing insights into how co...

Changhong Unveils Smart Living Innovations at 2025 Jakarta Expo, Bringing AI-Driven Appliances to Indonesian Homes

Exclusive Shopee partnership brings cutting-edge smart living technology to Indonesian consumers JAKARTA, INDONESIA - Media OutReach Newswire - 24 June 2025 - Changhong, a global leader in smart ...

Deputy Announces Exclusive Global Partnership with Predelo to Bring AI to Shift-Based Businesses

Deputy, the global people platform for shift-based businesses, has announced an exclusive partnership with Predelo, an AI Decision Agent-as-a-Serv...

Leftover Budget? The Last-Minute EOFY Tip to Drive Business Success in FY25/26

The countdown is on. With just days left until EOFY, now’s the time to make your remaining 2024–2025 budget work harder and smarter. After workin...

pay.com.au appoints new CEO and Managing Director

The former COO will lead the company’s next growth phase, with ex-CEO Edward Alder transitioning into the role of Managing Director AUSTRALIA, 25...

Tackling the skills shortage — why L&D is failing and what to do about it

The Australian economy is in a tough spot right now, and a huge part of the problem is a massive skills shortage. Late last year, businesses were st...

How reducing revenue leakage could help your business stay in the black in FY2026

It’s time to stop legacy revenue management platforms and processes draining your profitability. Is boosting the bottom line an overarching goal ...

Technical Debt Stifling Path to AI Adoption for Global Enterprises

Outdated legacy technologies costing organisations the ability to innovate, money, time and potentially, even customers Technical debt and an ov...

Sell by LayBy