MxMIndia

Tag: Udit Todi

  • 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.”

     

     

  • Initiative to reach out to the youth fraternity keeping in sync with the evolving brand attributes

    Lyra Leggings gets a new face in Parineeti Chopra

     

     

    Parineeti Chopra has joined the club of celebrity endorsers of Lux Group as brand ambassador of Lyra.

     

    Positioned as legging for anytime anywhere, the manufacturers of Lyra, Ebell Fashion, a Lux group company, has plans of premiumisation and portfolio expansion and thus signing up with Parineeti Chopra facilitates targeting the current youth fraternity.

     

    Announcing the brand association, Udit Todi, Director, Ebell Fashion, said: “In a very short span of time the brand has helped us to strengthen our presence in the burgeoning women’s leggings category. We have also extended our brand portfolio to intimate wears like lingerie and loungewear for women. Lyra is slowly progressing and carving itself out as a lifestyle brand with the aim to expand into further categories beyond leggings with differentiated offerings in an endeavour to command the highest share in this market.”

     

  • 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.