LUX "The End"

Online video content consumption in India is bursting at the seams. The total consumption across the online video sector reached 6.1 trillion minutes for the 15-month period from Jan 2022 to Mar 2023.

A lot of this video consumption is for old Bollywood movies. For LUX to engage meaningfully with this Bollywood loving audience, the brand had to connect with them where it mattered the most.

MAKING THE MEDIUM THE MESSAGE IN ITSELF

To ensure that the viewer realized the prevalence of a sexist scene, LUX partnered with India’s largest paid streaming app MX Player to give the audience the power to call out these sexist scenes and also choose to end the movie when a woman’s appeal of ‘NO’ wasn’t heard or acted upon. We showed that the power to not watch content beyond this point resided with the audience themselves.

Using the platform’s data on the most watched sexist movies, we reprogrammed ad space to instead play at the exact moment the woman says ‘no’. This ad mimicked The End credits of that particular movie. We used this unexpected end to provoke viewers with the simple fact, her ‘no’ should always be the end of the story, in the movies and real life.

We scaled this up across the platform, targeting scenes of stalking, harassment, verbal and physical abuse with ‘The End’ credits rolling, at the moment she clearly refuses. We asked women on social to share the sexist movies she wanted to END and made end credits for those too.

By directly targeting audience on the media, we contextualised a strong message against sexism with a simple act. We turned the ad from disruptive to disrupting sexism as it happens.