Lakmé has rolled out a campaign featuring actor Aneet Padda and Pavanjit S Bedi, chief marketing officer - foods, Hindustan Unilever, to showcase its 9to5 product offerings.

The ad film is part of the brand's ongoing 9to5 campaign which spotlights its Lakmé Eyeconic eyeliner. This film opens in an office, with Bedi playing the boss who finds Padda at her desk applying Lakmé Eyeconic eyeliner instead of submitting a presentation he needs before his flight to Singapore. She assures him he'll get it before he leaves, while adding that the person who made the presentation should also be on the Singapore trip. Turning to the camera, Padda says that credit should be given where it's due at work, before signing off with, "Aankhen banao aur unhen line mein lao" (Make eyes at them and get them in line).

What we think about it: By using a relatable office scenario, the brand cleverly links its Eyeconic eyeliner proposition of 'getting them in line' with the universal workplace issue of giving credit where it's due. Aneet Padda's easy charm and the unexpected casting of HUL's Pavanjit S Bedi add a playful and self-aware touch.

The campaign was released on Instagram on 30 June.