LUX and MX Player Launch Campaign to Change Sexist Narratives in Indian Cinema

SINGAPORE - In a collaborative effort, VML Singapore, LUX (a Unilever beauty brand), and MX Player have introduced a new campaign, 'The End', aimed at addressing the normalisation of sexism in Indian cinema. This initiative highlights the problem of cinematic scenes where men often ignore women's rejections. The intervention places strategic ads within films that redirect a viewer's understanding of such scenarios, promoting messages of consent and respect for boundaries.

The unique method employed in ‘The End’ campaign involves inserting LUX advertisements at critical moments within Indian films available on MX Player, a prominent OTT platform. These ads appear precisely when a character disregards a woman's clear refusal, thus ending the movie abruptly to challenge the normalization of such behavior. The campaign is designed to ignite discussions about gender portrayal and empower viewers to question and reject sexist narratives.

Severine Vauleon, Global Brand Vice President at LUX, expressed pride in the initiative, emphasizing its role in challenging longstanding cinematic norms and fostering a more respectful portrayal of women. Similarly, Hinoti Joshi from VML Singapore noted that the campaign aims to facilitate critical dialogue about content in classic films, allowing enjoyment while recognizing outdated social norms.

Through 'The End', LUX and MX Player leverage their extensive reach to advocate for social change and encourage the film industry to evolve towards narratives that respect female agency and foster gender equality in cinema.