Lux Industries launches ‘Chehre Pe Muskaan’ advertising campaign


Lux Industries Limited, the largest loungewear manufacturers, has launched its new advertising campaign film Chehre Pe Muskaan. The new campaign designed for the brand ‘Lux Cozi’ mainly highlights the ultimate comfort and luxury that Lux Cozi products offer to its consumers, which makes them so happy inside that it is reflected on their faces.

Targeting male consumers aged 18-30 (urban + rural), the campaign features Varun Dhawan as the main cast who also happens to be the Lux Cozi brand ambassador.

The film’s creative agency is Ogilvy Mumbai, while the film’s director is Neha Kaul of Corcoise Films. Like today, the campaign is being broadcast live on television, social media, outdoor, print media and terrestrial channels.

Speaking at the launch of the new campaign, Saket Todi, Executive Director of Lux Industries, said: “We believe Lux Cozi as a brand should be dynamic and in tune with the way the consumer moves. Today’s consumer for Lux Cozi is looking for a happy zone and we hope this commercial will bring a smile to the face of our consumers.

Udit Todi, Executive Director, Lux industries, commented: “Our research showed that comfort and luxury were the most valued priorities and therefore an ideal combination to offer our target audiences. This ad articulates the brand’s understanding of our TG’s needs. ”

Piyush Pandey, Chairman, Global Creative and Executive Chairman, Ogilvy India commented, “The whole point of underwear is to make you feel comfortable and comfortable. It is not to increase sexual attractiveness or body display. Lux Cozi’s new film starring Varun Dhawan achieves this goal with dignity and grace. A film that no one will feel uncomfortable watching as a family.”

Neha Kaul, director of Corcoise Films, said: “Filming with the energy package – Varun Dhawan was a pure delight. The discussions and jamming sessions with Varun were a great added value and I’m super thrilled with the film.

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Posted: Monday, March 14, 2022, 10:08 p.m. IST


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