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Tag: Lux Cozi

  • Launches new TVC campaign for the South markets

    Lux Cozi ropes in Vijay Deverakonda as brand ambassador

    By Our Staff

     

    Lux Industries Limited, innerwear manufacturers, has roped in actor Vijay Deverakonda as the brand ambassador of Lux Cozi for the South market. It has launched a new 30-second TVC campaign titled ‘Super Feel’ created by Yellow Beetle Films.

     

    Said Ashok Todi, Chairman, Lux Industries: “Lux Cozi has witnessed remarkable growth since its inception and has been keeping a stronghold in the inner garment sector by its constant innovation and marketing strategies to connect with the audience. Being a consumer-driven brand, we believe in appointing brand ambassadors who help our customers connect better with us. We are confident that Vijay’s onboarding as an ambassador of Lux Cozi, will help us to collaborate better with our consumers in the South.”

     

    Added Deven Munjal, Director, Yellow Beetle Films: “While working on the ad, the only thing we focused on was the word ‘feel’.  Lux Cozi being an undergarment brand, has always focussed on comforting the consumers with a feel-good factor when one wears it. We curated the TVC keeping that in mind. We thoroughly enjoyed working with Vijay and making the TVC; we hope that it will be loved by every single consumer as well.”

     

  • Breaks gender stereotype

    Jacqueline roped in as first female ambassador for men’s innerwear

    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.

     

  • The film is directed by Neha Kaul of Corcoise Films

    Ogilvy crafts Lux Cozi campaign

    By Our Staff

     

    Lux Industries, the innerwear manufacturer, has launched a new advertisement campaign film for its brand ‘Lux Cozi’. The film features brand ambassador and actor Varun Dhawan. The creative agency is Ogilvy Mumbai, while the film is directed by Neha Kaul of Corcoise Films.

     

    Speaking on the launch of the new campaign, Saket Todi, Executive Director, Lux industries said: “At Lux, we have always valued our consumers’ thoughts and behaviour more than anything. Their preferences and opinions have inspired us while their insights have helped shape our brand image and propelled our businesses in the right direction. This campaign is a testament to this ideal of ours. We believe that Lux Cozi as a brand must be dynamic and in sync with how the consumer is moving. Today’s consumer for Lux Cozi is looking for a happy zone and we hope that this advertisement film will bring a smile on the faces of our consumers.”

     

    Added Piyush Pandey, Chairman of Global Creative & Executive Chairman, Ogilvy India: “The purpose of an undergarment is to make one feel cosy and comfortable. It is not to increase the sexual appeal or body display. The new Lux Cozi film featuring Varun Dhawan achieves the purpose with dignity and grace.  A film that no one will feel uncomfortable watching with the family.”

     

    Said Neha Kaul, Director, Corcoise Films: “Filming with the bundle of energy – Varun Dhawan was a sheer delight. Discussions and jamming sessions with Varun were a great value-add and I am super delighted with the film.”

     

  • The challenge was to resonate with their temperament, while seamlessly incorporating Varun’s style and fashion sense

    Varun Dhawan flaunts new moves in latest campaign for Lux Cozi

    By A Correspondent

     

    Lux Cozi is taking a step forward to increase its exposure and strengthen its connection with the masses via its latest campaign starring Varun Dhawan.

     

    Said Ashok Todi, Chairman, Lux Industries: “Besides being talented and versatile, Varun has a stature and appeal that resonates well with Lux Cozi’s philosophy of ‘Sunotohapnedilki’. The response to Varun’s association with the brand has been phenomenal – the TVC crossed 1.5 million views in just 4 days.

     

    Added Anuraag Khandelwal, ECD & Creative Head, Soho Square, Mumbai: “Most Indian celebrities shy away from showing themselves in the actual underwear. But Varun was absolutely comfortable and confident in doing so. This helped us make a better connection with today’s youth that is comfortable in their own skin. We also found that Varun embodies the characteristics that we want the brand to stand for. And with this TVC, we were able to marry all of them in an emotionally engaging, fresh and surprising manner.”

     

     

  • The actor will add credibility and mass appeal to sub brands Venus and Cott’s wool

    Lux (‘yeh andar ki baat hai’) signs Amitabh Bachchan as brand ambassador

    By A Correspondent

     

    Lux Industries Limited has signed megastar Amitabh Bachchan as its Brand Ambassador for its brands Venus and Cott’s wool. These brands exude elements of faith and dependability and has a rich legacy of ruling the choice of the masses for more than three decades. Actor Varun Dhawan continues to be the brand ambassador of LUX Cozi.

     

    Speaking about the development, Ashok Todi, Chairman, Lux Industries Ltd. said: “Venus is one of the largest innerwear brands in India and Cott’swool is synonymous to winter wear in India. Each of the brands exudes superlative levels of comfortability and rules the market with its price efficiency. This is a moment of immense pride for us at LUX Industries as we believe that the legacy of these brands is crowned with the momentous occasion by getting on board actor extraordinaire Amitabh Bachchan as our brand ambassador for the first time by any hosiery brand in India. These brands are liked by people of all demographics, similar to MrBachchan’s iconic legacy as an actor, the brand appeal synergizes with his personality. We hope with this association we will be able to communicate and reach a wider segment of customers.”

     

    On the signing of Bachchan as brand ambassador for the sub-brands, Pradip Todi, Managing Director, Lux Industries added: “At Lux Industries we want our diverse portfolio of brands individually to grow and sustain its leadership position in the market, while we aim to continue bonding with our brand evangelists in a more meaningful and engaging way. We believe the endorsement of Lux products will further strengthen the bond with the masses, give our users a greater sense of purpose and help the brands scale newer heights over the course of next few years.”

     

    Lux was the first innerwear brand to go in for a celebrity endorsement and is remembered for the 1992 TVC where it launched the tagline “Yeh andar ki baat hai”.

     

  • Brand continues to echo it’s connect among the youth fraternity with 'Sunotohapnedilki'

    Varun Dhawan appointed brand ambassador for LUX Cozi

     

     

    Lux Industries Limited, known for its innovative and customer-demand driven product offerings, has signed Bollywood star VarunDhawan as its new brand ambassador for LuxCozi. By signing VarunDhawan LUX Cozi is taking a leap in the process of repositioning itself within the young audience.

     

    Speaking about the development, SaketTodi, Senior Vice President, Operations and Strategy, Lux Industries Ltd said: “With fresh zeal and perspective Lux Industries has a structured plan of reaching out to the youth fraternity focusing on ideas in sync with the brand attributes. LuxCozi is one of the most popular and the largest market share holder in the economy to the mid-segment of men’s innerwear. As part of the core business strategy the brand is open to constant innovation and thus associates itself with renowned faces to represent the brand after every couple of year’s time.”

     

    Added UditTodi, Senior Vice President, Lux Industries: “On behalf of Lux Industries family we welcome VarunDhawan as our new brand ambassador for LuxCozi. A significant section of young audience connects with him and we believe will work in favour with our strategy to reach out to the youth of this country.”

     

    The creative for the series has been executed by Ogilvy.

     

  • SRK's image has suffered in the last couple of years not only due to the controversies that have surrounded him but also because he is an ageing celebrity

    Is Brand SRK losing sheen due to controversies?

    By Samidha Sharma

     

    He was, arguably, the biggest Bollywood superstar not long ago but with a few unsuccessful releases, a night club brawl and now a scuffle with officials at a Mumbai cricket stadium to his credit, Shah Rukh Khan’s brand is losing sheen.

     

    In the last couple of years the actor has not signed any big brand endorsement deals, although his portfolio still boasts of more than a dozen brands. People in the endorsement industry say that SRK’s image has suffered in the last couple of years not only due to the controversies that have surrounded him but also because he is an ageing celebrity.

     

    “Controversy does not make for good brand endorsers and any marketer will keep away from a celebrity like that. Besides the controversies that have courted him recently, what is a bigger concern is that he is ageing and that does not bode well for multiple brands in India that want a youth connect,” said Manish Porwal, MD, Alchemist, a talent management agency.

     

    Cola major PepsiCo, for which SRK was a brand ambassador for a long period, dropped him in 2009. In a move that was veering towards the youth, the cola major got on board Ranbir Kapoor. Later, telecom major Airtel did not renew its contract with SRK, although, they have not officially announced their disassociation with him.

     

    LOST IN TRANSITION?

    Endorsements: Tag Heuer, Hyundai, Belmonte, V-jon, Navratna, Dabur sona chandi, Lux Cozi, Linc pens

     

    SRK’s endorsement rates haven’t come down though as he charges around Rs 1.5 crore per day. But it’s 50 per cent less than what Aamir Khan commands.

    Today, his roster of more than a dozen of brand endorsements include Belmonte, V-jon, Navratna, Dabur sona chandi, Lux Cozi, Linc pens, besides a few marquee names such as Tag Heuer and Hyundai. SRK’s endorsement rates haven’t come down though as he charges around Rs1.5 crore per day.

     

    However, it’s 50 per cent less than what his contemporary Aamir Khan commands, but the latter has largely been off the endorsement market of late, say industry people.

     

    “What you are seeing is something that a lot of stars have gone through. It’s a transitional phase which all celebrities go through; while some bow out gracefully, some do not. It is an inevitable shift of power and it has not been a smooth ride for him,” said Santosh Desai, CEO at Future Brands.

     

    However, some of the brands that he endorses are sticking with him. DTH player Dish TV, which has him as a brand ambassador for over five years, says these incidents have had no rub-off as far as his brand appeal among masses goes. “There is no dent that has been made on Brand SRK, we will continue to have our association with him,” said Salil Kapoor, COO, Dish TV.

     

    Source:The Economic Times

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