Priyanka is new bathing beauty !

By Subhash K Jha

From Leela Chirnis who did the first ad to Kareena who did the latest it is often believed that a heroine in Hindi cinema only 'arrives' after she does a Lux ad.

By that reckoning Priyanka Chopra sure is here to stay now. After Kareena Kapoor Priyanka has been chosen to be the new Lux lady.

Though the matter is being kept under wraps and the cosmetic company is planning a lavish launch the new soap queen has apparently been paid a staggering amount of money to be the new face of the prestigious beauty soap.

Says a source close to the contract, "They've planned a series of ads on television and in print for Priyanka, shot by the top-of-the-line names in the business. The last campaign with Kareena and Shah Rukh Khan before that are going to be the reference points for Priyanka's ads."

Without commenting on her new Lux campaign Priyanka says she's very careful about her endorsement. "For me it doesn't matter whether it's a film or an ad, both have to be steps forward in my career."