The Image Connect

Ogilvy creates Lux Muskan

Piyush Pandey, Chairman of Global Creative & Executive Chairman, Ogilvy India commented, “The purpose of an undergarment is to make one feel cosy and comfortable

MUMBAI, Mar 16 (The CONNECT) – Innerwear major Lux Industries Limited has launched its new advertisement campaign film Chehre Pe Muskaan highlighting the comfort and luxury that the company’s products offer to its consumers.  

Targeted at the male consumers with an age bracket of 18 to 30 years (Urban + Rural), the campaign film stars the heartthrob of Young India, Varun Dhawan as the lead cast who is the Brand Ambassador for Lux Cozi. The Creative Agency of the Film is Ogilvy Mumbai, while the Director of the Film is Neha Kaul of Corcoise Films. The campaign is live across television, social media, outdoor, print and on ground channels.

Saket Todi, Executive Director, Lux industries said “At Lux, we have always valued our consumers’ thoughts and behaviour more than anything. Their preferences and opinions have inspired us while their insights have helped shape our brand image and propelled our businesses in the right direction. This campaign is a testament to this ideal of ours. We believe that Lux Cozi as a brand must be dynamic and in sync with how the consumer is moving. Today’s consumer for Lux Cozi is looking for a happy zone and we hope that this advertisement film will bring a smile on the faces of our consumers.”

Udit Todi, Executive Director, Lux industries commented, this commercial enunciates the brand's understanding of our TG's needs.

Piyush Pandey, Chairman of Global Creative & Executive Chairman, Ogilvy India commented, “The purpose of an undergarment is to make one feel cosy and comfortable. It is not to increase the sexual appeal or body display. The new Lux Cozi film featuring Varun Dhawan achieves the purpose with dignity and grace.  A film that no one will feel uncomfortable watching with the family."

Neha Kaul, Director, Corcoise Films, stated, “Filming with the bundle of energy – Varun Dhawan was a sheer delight. Discussions and jamming sessions with Varun were a great value-add and I am super delighted with the film.”