A large number of Indian housewives experience a sharp contrast – between images of women empowerment in media vs their real life, which seems devoid of it.
Leaving them frustrated, hopeless, anguished.
Two brands address this pain in fairly contrasted manner.
Lux helps her escape this reality through its indulgent world, creating a moment of escapist luxury in the bath.
While Taaza deals with it through inspiration and hope served in a cup of tea.
Both, in their own everyday, accessible ways, helping her cope with her reality.