Lux Cozi is all set to reiterate its position within the youth with its second TVC starring Varun Dhawan. With this film, the brand takes a step forward to increase its exposure and strengthen its connection with the masses.
Ashok Todi, Chairman, Lux Industries, is all praise for Varun, âBesides being talented and versatile, Varun has a stature and appeal that resonates well with Lux Coziâs philosophy of âSuno toh apne dil kiâ.â
The response to Varunâs association with the brand has been phenomenal â the TVC crossed 1.5 million views in just four days. For the second leg of the campaign with Varun, the agency had to carve a niche in the minds of the audience. The challenge was to resonate with their temperament, while seamlessly incorporating Varunâs style and fashion sense.
Anuraag Khandelwal, ECD & Creative Head, Soho Square, Mumbai, said, âMost Indian celebrities shy away from showing themselves in the actual underwear. But Varun was absolutely comfortable and confident in doing so. This helped us make a better connection with todayâs youth who is comfortable in their own skin. We also found that Varun embodies the characteristics that we want the brand to stand for. And with this TVC, we were able to marry all of them in an emotionally engaging, fresh and surprising manner.â
Pradip Todi, Managing Director, Lux Industries, said, âOur recent brand tie-ups and burst of media activities are expected to positively impact the brandâs position in the market as well as in the minds of the people.â
In the new TVC conceptualised by Soho Square and shot in Budapest, Varun exemplifies the proposition of comfortable playfulness. He does so by flaunting the innerwear through smooth, effortless moves. His adrenaline-filled chase and care-free antics are complemented with upbeat music.
Agency: Soho Square Mumbai
ECD & Creative Head (Mumbai): Anuraag Khandelwal
Head of Office (Mumbai): Samrat Bedi
Account Management: Sachin Ramchandani, Selvam Somasundaram Production House:Â Yellow Beetle Films
Producer: Deven Munjal, Vaibhav Misra, Radheshyam Pipalwa Family Films, Producer: Anna Sesztakova, Alexandru Iliescu