Kolkata-based innerwear brand Lux has signed Amitabh Bachchan as brand ambassador to strengthen the appeal of its brand, Lux Venus.
To connect the brand message ‘Yeh andar ki baat hai’ with the brand ambassador, Soho Square, Mumbai, conceptualised an extensive campaign featuring Bachchan in a witty character. The TVC focuses on Bachchan telling the audience what it takes to make it big in life, in an intriguing and entertaining manner. The campaign is being taken forward across a mix of media – television, online, print, digital and out-of-home.
Lux offers a complete range of innerwear for men, women and children across 12 brands.
For this partnership, the creative challenge on hand was to find a way to use a star of Bachchan’s stature. The agency had to make the communication engaging as well as entertaining.
Ashok Todi, Chairman, Lux Industries, said, “Similar to Bachchan’s popularity as an actor, Lux Venus is liked by people of all demographics. Its appeal synergises with Bachchan’s personality. We hope to reach a wider market pan India with this endorsement.”
Speaking on the campaign, Anuraag Khandelwal, ECD and Creative Head, Soho Square, Mumbai, said, “Advertising in the briefs and vests segment has always been about machismo and physique. Our goal was to break the category format and present Bachchan in a humorous as well as a memorable avatar. With Bachchan portraying a common man in a common setting, this TVC will strike a chord with the masses.”
Pradip Todi, Managing Director, Lux Industries, said, “We are really excited about our association with Bachchan. We believe this strategic move will help the brand grow and sustain its leadership position.”
Agency:Soho Square, Mumbai
ECD & Creative Head (Mumbai): Anuraag Khandelwal
Creative Team: Ankur Jain, Sanjay Ujawane, Pawan Pandey, Sneha Dhakan
Head of Office (Mumbai): SamratBedi
Account Management: Sachin Ramchandani, Selvam Somasundaram
Production House: Rising Sun Films
Director: Shoojit Sircar