Campaigns

Varun Dhawan to sport Lux Cozi in the outdoor

The brand is now launching a 360 degree marketing campaign. Outdoor advertising featuring Varun Dhawan sporting Lux Cozi vests are coming up in major markets, which will be followed by aggressive print and TV advertising.

Published

February 7, 2017

Nabamita Chatterjee

Lux Industries Ltd has signed up Bollywood star Varun Dhawan as its new Brand Ambassador for Lux Cozi. The brand is now launching a 360 degree marketing campaign. Outdoor advertising featuring Varun Dhawan sporting Lux Cozi vests are coming up in major markets, which will be followed by aggressive print and TV advertising. The TVC featuring Varun Dhawan will release across GECs, news channels, movie channels and music channels and will showcase the actor in various avatars. The creative for the series has been prepared by Piyush Pandey and his team.

Speaking about this development, Saket Todi, 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. Lux Cozi has the largest market share in mid-segment 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.”

On the signing up Varun Dhawan as brand ambassador for Lux Cozi, Todi said: “Over the years Varun has carved a niche in the minds of film buffs and critics alike. His style and fashion sense make 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 Ltd, said, “On behalf of 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 it will work in favour with our strategy to reach out to the youth of this country.”

Actor Varun Dhawan, said post the announcement as the new face of Lux Cozi, “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.”