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Lux Industries appoints Amitabh Bachchan as brand ambassador

The campaign featuring the actor will release across genres on TV, print, radio, on-screen and online. Soho Square has worked on the campaign, which will roll out early next year

Lux Industries Limited has signed actor Amitabh Bachchan as its brand ambassador for two of its brands – Venus and Cott’swool. The company said the actor is the best fit for these brands that exude elements of faith and dependability and has a rich legacy of ruling the choice of the masses for more than three decades, marking another first in the hosiery segment for Lux Industries.

Associating with Bachchan, the company expects the brands to take a phenomenal leap in marketing impetus in the popular segment. Actor Varun Dhawan continues to be the brand ambassador of Lux Cozi. Actress Parineeti Chopra is the brand ambassador for the women’s leggings brand Lyra. The company has reportedly spent close to Rs 6-8 crore for Bachchan’s deal. Dhawan and Chopra were also appointed recently with extensive brand campaigns.

Ashok Todi, Chairman, Lux Industries, said, “Venus is one of the largest innerwear brands in India and Cott’swool is synonymous with winter wear in India. Each of the brands exudes superlative levels of comfortability and rules the market with its price efficiency. We believe that the legacy of these brands is crowned with the momentous occasion by getting on board actor extraordinaire Bachchan as our brand ambassador for the first time by any hosiery brand in India. These brands are liked by people of all demographics, similar to Bachchan’s iconic legacy as an actor, the brand appeal synergises with his personality. We hope with this association we will be able to communicate and reach a wider segment of customers.”

The hoardings with Bachchan sporting the stylish and comfortable products from Venus and Cott’swool will be up in major metros, which will be followed by aggressive print advertisement. The electronic campaign featuring the actor will release across the GECs, news channels, movie channels and music channels through 45 and 30 seconds commercials to be used across a mix of communication mediums like TV, print, radio, on-screen and online. Soho Square has worked on the campaign, which will roll out early next year.

Pradip Todi, Managing Director, Lux Industries, stated, “At Lux Industries we want our diverse portfolio of brands individually to grow and sustain its leadership position in the market, while we aim to continue bonding with our brand evangelists in a more meaningful and engaging way. We believe the endorsement of Lux products will further strengthen the bond with the masses, give our users a greater sense of purpose and help the brands scale newer heights over the course of next few years.”

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