LUX Mash Up

Indian popular music often carries stereotypes and sexist language about women embedded naturally within familiar melodies. LUX's 'Mash Up' worked with female DJs to remix Bollywood hits with new songs about women's agency and equality. Rather than erasing beloved songs, it made people hear them differently — letting messages hidden within familiar culture be discovered and discussed on their own terms.

Indian popular music sometimes carries stereotypes about women embedded naturally in its most familiar melodies. LUX's Mash Up worked with female DJs to remix Bollywood hits with new songs about women's agency, giving beloved songs new life instead of erasing them.

Bollywood music is a central pillar of Indian pop culture, and this campaign's distinguishing approach was letting audiences reinterpret the messages embedded within that familiar cultural asset for themselves.