Hrithik Roshan brings alive idea of effortless confidence in ONN Innerwear film

ONN Innerwear, an innerwear brand from the House of Lux, has unveiled its new campaign featuring Hrithik Roshan. Built around the brand thought ‘Hamesha Comfort. Always On.’, the campaign highlights ONN’s premium range innerwear that combines superior comfort, style and all-day ease. The campaign has been created by Rediffusion.

The new film uses dance as its central expression, with Hrithik Roshan bringing alive the idea of effortless movement and confidence. Through every move, the film showcases how ONN’s premium innerwear is designed for men who are always active, always moving and ‘always on’, according to a press release.

Ashok Todi, Chairman Lux Industries said: “ONN reflects our vision of combining superior comfort with modern, aspirational style. Hrithik Roshan’s personality and enduring appeal make him the perfect face for the brand as we strengthen our position in the premium innerwear segment.”

Speaking about the campaign, Saket Todi, Executive Director, said: “ONN is focused on strengthening its position in the premium innerwear segment with products that combine comfort, quality and aspiration. Hrithik Roshan is a perfect fit for the brand because he represents energy, confidence and premium appeal.”

Pramod Sharma, National Creative Director, Rediffusion Brand Solutions, said: “The idea was to showcase comfort through movement. Dance became the perfect expression because it instantly demonstrates ease, freedom and confidence. Hrithik Roshan brought that idea alive in a very aspirational and memorable way.” Adds Carol Goyal, Executive Director, Rediffusion, “The Hrithik Roshan ONN film has a global look in the way the coordinated dance movements have been choreographed. That enhances the premium promise of the brand.”

Directed by Razy Ghai and Produced by Hope Productions, the campaign is amplified across television, digital, social media, retail and print, further strengthening ONN’s positioning as a premium innerwear brand for men who are always on.