Top Story

e4m_logo.png

Home >> Marketing >> Article

LUX Industries signs actor Varun Dhawan as brand ambassador for LUX Cozi

07-February-2017
Font Size   16
Share
LUX Industries signs actor Varun Dhawan as brand ambassador for LUX Cozi

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.

Tags

Speaking to exchange4media, Shreyams Kumar M V, Joint Managing Director, Mathrubhumi shared his views on IRS 2017

The channel re-branded itself to verbalise what it stands for to its audience and partners

Speaking with exchange4media, Rishi Darda, Joint Managing Director and Editorial, Lokmat Media Group shared his vision for regional publications and the impact of IRS 2017 on the print industry.

Nisha Narayan, COO & Director, RED FM & Redtro and CEO, Digital Radio (Mumbai) Broadcasting Ltd, shares her insights on how radio is a powerful medium in terms of advertising and what can be done to take it to the next level

In the Top 10 Advertisers list, FMCG brand Hindustan Lever, Reckitt Benckiser India and Procter & Gamble retained its top three spots

Dentsu Webchutney has reprised its ‘The Racist Cover’ campaign this time with an interesting physical manifestation of the idea to demonstrate it in an innovative way

These five mobile ad campaigns enticed users to the point of immersion and led to brilliant ways for consumers to engage with the brands