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For years together, Bollywood actresses have endorsed HLL's oldest soap brand Lux. Joining the beauty bandwagon is ex-Miss World turned actor Priyanka Chopra.

HLL is planning a grand launch with Priyanka as the new face of Lux. Reportedly, there will be a series of television and print advertisements which will be devised by a leading advertising agency in the city. It is learned that the actress has been paid an exorbitant for the endorsement. Priyanka, who claims to be as choosy about her brands as her movies, has been seen in a commercial for brands like Pepsi, Spice Mobiles, Tag Heuer and now HLL's Lux.

Known as the "beauty bar of film stars”, Lux has had promotional campaigns with Bollywood actors like Sridevi, Madhuri Dixit, Aishwarya Rai, siblings Karishma and Kareena Kapoor, Juhi Chawla, and even Madhubala! In celebration of its 75th year for the first time, HLL roped in a male model - Bollywood superstar Shah Rukh Khan.