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It's a soap saga that has starred some of the most desirable women (and men) of tinseltown. After Aishwarya Rai and Priyanka Chopra, it's now Bollywood glam gal Katrina Kaif's turn to model for Lux, the brand that has built its reputation as the 'beauty soap of film stars'.

Katrina certainly has reason to celebrate. She joins an illustrious list men and women who have promoted Lux in India and abroad. Lux soap, which began life in the UK in 1899 as a flaked version of Sunlight soap, made its debut in India in 1929. Leela Chitnis became the first Indian film star to endorse the brand, an honour till then granted only to top Hollywood heroines, and since then Lux has continued its strong association with the silver screen.

Katrina certainly has reason to celebrate. She joins an illustrious list of women who have promoted Lux in India and abroad. Lux soap, which began life in the UK in 1899 as a flaked version of Sunlight soap, made its debut in India in 1929. Leela Chitnis became the first Indian film star to endorse the brand, an honour till then granted only to top Hollywood heroines, and since then Lux has continued its strong association with the silver screen.

Nanda, the star of films like Gumnaam and Jab Jab Phool Khile, also modelled for Lux.

Shakila, the star of Guru Dutt's films Aar Paar (1954) and C.I.D. (1956), was a Lux beauty.