Lux and Bollywood have always been intertwined. Who got chosen its brand ambassador was always a reflection of the leading lady, and on one occasion a man, of the time.

Since the time the brand launched in India in 1929, with Leela Chitnis as its face (“Leela Chitnis promises you lovelier skin!”), a succession of screen divas have blamed it for their flawless complexion – from Zeenat Aman and Parveen Babi to Rekha, Hema Malini, Jayaprada, Sridevi, Madhuri Dixit and Juhi Chawla and the new brigade of Kareena Kapoor, Priyanka Chopra and Aishwarya Rai.

Even Shah Rukh Khan entered the rose-petal bathtub.

Now, Katrina Kaif, lady of the moment, takes over – she will soon be seen endorsing Lux Purple Lotus & Cream. “I'm very honoured to be joining such talent,” says the actor on the legacy.

Shot in Bangkok, the all-purple ad features Katrina in an outfit by Rocky S. and makeup by Subhash Vagal.

“It's been a late night shoot and we had a lot of fun shooting it,” says Katrina. “The campaign too has a great sense of fun,” she adds.

While a Sufi-inspired score by Shankar-Ehsaan-Loy forms the backdrop for the ad, Marco has directed it.

From electronics and diamonds to soft drinks, shampoos and even adhesive (remember her pre-Bollywood Fevicol ad?), Katrina Kaif has been busy with endorsements. “It's fun if you have a good script and a great team,” she explains.

In films, her upcoming releases include a de-glam Raajneeti by Prakash Jha and Farah Khan-directed Tees Maar Khan.

On the former, “I don't consider the role more demanding than those in other films; probably just different in nature,” says Katrina.

Ask her about her favourite Lux campaign and we get a very diplomatic, “Too many favourites, actually.”

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