Shraddha Kapoor stars in new film for PYNK

Rediffusion has now unveiled its new film for PYNK, Lux Cozi’s women’s wear brand starring Shraddha Kapoor, the film, titled "Work. Pynk. Play."

India's fashion landscape is rapidly changing, driven by a growing demand for affordable, trendy, and accessible clothing. According to recent market insights, the Indian retail industry is projected to reach a staggering ₹1 trillion by 2026, with the fast fashion segment playing a pivotal role. The rise of digitally-savvy, young consumers, particularly from Tier 2 and Tier 3 cities, has paved the way for brands that offer stylish apparel without a hefty price tag.

PYNK’s approach, which combines Lux Cozi’s legacy of hosiery expertise with modern, fashionable offerings, fits perfectly into this demand. By offering high-quality garments at a modest price range, PYNK targets the growing Indian middle class, ensuring that affordability does not come at the expense of style.

The “Work. Pynk. Play” campaign marks a deliberate departure from typical product-driven messaging. Instead of focusing on the features of individual products, the film celebrates the modern Indian woman in all her complexity. Whether she’s navigating her career, balancing family life, or pursuing personal ambitions, the film highlights her resilience, confidence, and ability to juggle multiple roles with grace.

As Saket Todi, Executive Director of Lux Industries, emphasized, “We were very clear from the onset that we want PYNK to be about the customer and not the company only. Rediffusion beautifully interpreted that vision with this new film.” This customer-centric approach underscores the brand’s commitment to building an emotional connection with consumers and aligning the brand with their values and aspirations.

Pramod Sharma, National Creative Director, Rediffusion Brand Solutions, India , shared his perspective on the film, stating, “Work. Pynk. Play is our ode to young women everywhere—their resilience, ambition, and ability to juggle dreams and duties with equal grace. It’s about celebrating that inner confidence and the refusal to compromise on any front.” This message strikes a chord with women who balance multiple responsibilities while staying true to themselves.