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Tag: Lux Industries

  • 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.

     

  • To repositions its brand Lux Venus

    Salman in new campaign of Lux Innerwear

    By Our Staff

     

    Lux Industries Limited has rolled out a brand-new campaign ‘Sabko Maangta Hai’, featuring actor Salman Khan. The objective is to revamp Lux Venus brand in the hosiery industry.

     

    Speaking on the campaign, Udit Todi, Executive Director, Lux Industries, said: “We wanted to reposition Lux Venus as India’s highest selling and most loved vest brand – and who better to justify this positioning than India’s biggest and most loved superstar, Salman Khan! We hope the campaign resonates with Salman Khan’s fans and the greater audience at large. Lux Industries, which enjoys a premium reputation and trust among its existing and prospective consumers aims to reinforce the brand’s commitment to the core of quality and comfort while also expanding its business portfolio in Indian market over the next few years.”

     

     

  • 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.”

     

     

  • Lux Industries will be manufacturing and marketing a unique collection of socks, innerwear and sleepwear from One8, globally

    Lux Industries teams up with Virat Kohli’s brand, One8

    By A Correspondent

     

    Artimas Fashions Private Limited, a wholly owned subsidiary of Lux Industries, has acquired the manufacturing and marketing rights for premium innerwear category for Indian Cricket Team Captain Virat Kohli’s brand, One8. Lux will manufacture and market a unique collection of one8 branded socks, innerwear and sleepwear.

     

    Artimas, a wholly owned subsidiary of Lux Industries, is collaborating with Cornerstone Sport, the licence owner of One8, to establish the brand as a trendy innerwear brand for youth in the premium category.

     

    Said Saket Todi, Senior Vice President, Lux Industries: “It is a strategic initiative as we have been consistently looking to associate our proficiency in manufacturing and marketing with premium brands in innerwear space. With One8, Lux Industries aims to disrupt the premium innerwear segment thorough innovative product offerings. We feel extremely confident that the distribution and resource strength of Lux Industries coupled with the youth appeal of Virat Kohli will make One8 the most preferred brand in the premium category for the youth of India in a couple of years”,

     

    The name of the collection, One8, is derived from the India captain’s jersey number, 18 – a number that is special to him and which he holds in high regard.

     

    Speaking on the partnership Udit Todi, Senior Vice President at Lux, said: “Lux Industries’ plan to associate with Virat Kohli is to fill the need-based vacuum that is created in the premium innerwear category and with One8 we would be able to provide a perfect synergy to that requirement. We are glad to discover that our style towards building the brand is in perfect sync with Virat’s sentiments to nurture his brand. Through this partnership we wish to explore the territories unexplored and needs unmet.”

     

     

  • 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.