Why should women be the only ones to pose for a beauty soap?

Well, the obvious answer would be because it's a feminine product, something only women use.

But Shah Rukh Khan [Images] disagrees, plunging his bare body sensationally into a bathtub filled with rose petals. Over the decades, Lux soap advertisements have featured many a star, but now, on the 75th anniversary, a superstar is called for. 'So I said, 'Main hoon na,'" the star says, tongue firmly in cheek.

The advertisement was unveiled on September 9 at a media function organised by Lux to commemorate its 75th anniversary and announce their latest range.

The new Lux collection is represented by four Lux beauties handpicked from across the decades -- Hema Malini [Images], Sridevi [Images], Juhi Chawla [Images], and Kareena Kapoor [Images].

Looking gorgeous in saris, the ladies were present to wax eloquent about their relationship with the soap, from Juhi -- who has been the longest running brand ambassador (at 11 years) -- to Kareena, who is the third in her family to endorse Lux after mother Babita and elder sister Karisma.

King Khan [Images] was conspicuous by his absence, and the press wasn't thrilled. After waiting more than an hour and a half for the show to begin, the cameramen wanted a photo-op with the superstar, which was not to be. The Lux officials meekly confessed they never planned to have SRK [Images] present, a funny concept considering he is the highlight of the new television commercial.

Still, the four ladies who flank Khan's bathtub were all present, and looked beautiful -- fitting for Lux, a name derived from the word luxury.

Photograph: Pradeep Bandekar