So let me toot my horn - I told you so. Here. So here are my words "Lux hits the mark here and major props to the copy which suavely integrates "tamiyiz" (differentiation/discrimination) with "tamayoz" (brilliance/excellence)." And what does the billboard campaign do? It focuses on "tamayoz" and "tamiyiz" all while eclipsing "against" with flowers" the hashtag which only drives the point home translates as #my_strength_is_being_a_woman - all right, all right, now is the customary hats off to Pimo for what they are doing with Lux!