LUX and VML Singapore Challenge Gender Norms in Bollywood Music

LUX, alongside VML Singapore, has launched a campaign aimed at addressing gender representation in Bollywood music. By collaborating with Bhushan Kumar's T-Series and renowned female DJs, the "LUX Mash-Up" invites listeners to rethink the messages found in popular Bollywood songs. This initiative utilizes music to foster a dialogue on equality and respect, featuring remixed playlists that blend well-known hits with empowering anthems.

Through these mash-ups, LUX and their partners aim to provide a fresh perspective, encouraging audiences to consider more empowering interpretations of cultural staples. The project integrates into everyday celebratory spaces in India with curated playlists and live performances.

Hinoti Joshi of VML Singapore expressed that the campaign seeks to evoke reflection and celebrate women's beauty and strength in an inclusive way. This campaign reinforces LUX's enduring commitment to championing women and positive cultural narratives.