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Amitabh Bachchan stars in Lux Venus’ new humorous campaign

To connect the brand message ‘Yeh andar ki baat hai’, Soho Square, Mumbai, conceptualised a campaign featuring Bachchan in a witty character who tells the audience what it takes to make it big in life

Click on the Image to watch the TVC

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

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.”

Anuraag Khandelwal

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

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.”

The TVC:


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


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