By Our Staff
Lux innerwear manufacturers has roped in Jacqueline Fernandez to promote products of Lux Cozi, the first of its kind by any men’s innerwear brand. The brand has launched a new TVC campaign ‘Yeh Nahi Toh Kuch Nahi’ which has been created by Yellow Beetle Films and directed by Gauri Shinde.
Ashok Kumar Todi, Chairman, Lux Industries, said: “This is the first time, a men’s hosiery brand has engaged with a women celebrity for promoting its products. As an innovative & consumer driven brand, we have always tried to meet the consumer demand by choosing our main protagonists based on their connection and pull with our target consumers. This time too, it’s no exception. We hope this will take the brand to newer heights and create a deeper connection with its discerning consumers.”
Deven Munjal, Yellow Beetle Films, added: “While we wanted the ad to be personal and playful in accordance with the story, the biggest challenge was creating a clutter-breaking campaign with Jacqueline being featured in the men’s innerwear category. Many women in our country shop for innerwear for the men in their households and that inspired us to build in the narrative & write the story. The pairing with Jacqueline at the helm is ideal and we had a great time in creating and writing this. We anticipate that everyone will enjoy watching the TVC as much as enjoyed making it.”
Lux Industries has always been proactive in adopting newer production methods, developing innovative products, and extending out to the right audience through first-of-their-kind branding and promotional activities. Its strong brand portfolio of 15 brands and customer-centric approach has helped the brand to expand its visibility and create strong brand equity across 47 countries. The company intends to go big in the entire south Indian market and has seen consistent growth of 20% year on year. The company is expanding and ready to meet the increased demand, with the upcoming peak summer season in mind.