LUX Industries, known for its innovative and customer-demand driven product offerings, manufacturing more than 100 products across 12 major brands comprising a range of innerwear for men, women, and children, has signed actor Varun Dhawan as the new brand ambassador for LUX Cozi. By signing Dhawan, LUX Cozi is repositioning itself within the young audience.
Speaking about the development, Saket Todi, Senior Vice President, Operations and Strategy, Lux Industries, 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. LUX Cozi 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 years’ time.”
Todi further elaborated, “Over the years, Varun has carved a niche in the minds of film buffs and critics alike. His style and fashion sense makes him endearing to all sections of the audience cutting across age groups, especially the youth. We are happy with the association and believe it will resonate with the youth fraternity.”
Udit Todi, Senior Vice President, Lux Industries, said, “On behalf of the Lux Industries family, we welcome Varun Dhawan as our new brand ambassador for LUX Cozi. 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.”
Post the announcement as the new face of LUX Cozi, Dhawan said, “I am delighted to be the brand ambassador for LUX Cozi; their innerwear products stand for comfort and quality and I really liked the vibe of the ad campaign when I met with the creative team.”
The hoardings with Dhawan sporting LUX Cozi vests are already up in major metros, which will be followed by aggressive print advertisement. The electronic campaign featuring the actor will release across GECs, news channels, movie channels and music channels, and will showcase him in various avatars within 45-second and 30-second commercials to be used across a mix of communication mediums like TV, Print, Radio, Onscreen, and Online. The creative for the series has been prepared by Piyush Pandey and his team.
LUX Cozi recently conducted a campaign titled ‘Sunotohapnedilki’ with Bollywood actor Sushant Singh Rajput as the campaign’s face. Over the years, the brand has associated with Bollywood actors Sunny Deol, Sunil Shetty, Paresh Rawal, Boman Irani, Shekhar Suman, and Aman Verma. Now with Dhawan, Lux Industries has taken their campaign a notch higher, in line with their strategy to reach out to the Gen Next.