Varun Dhawan's “Chehre pe Muskaan” highlights comfort that Lux Cozi products offer in latest ad

Lux Industries has launched a new ad film ‘Chehre Pe Muskaan’. The new campaign which has been conceived for the brand ‘Lux Cozi’ highlights the ultimate comfort and luxury that Lux Cozi products offer to its consumers, which makes them so happy from inside that it is reflected on their faces.

Targeted at male consumers with an age bracket of 18 to 30 years (Urban + Rural), the campaign film stars Varun Dhawan, who is also 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 idea 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 to the faces of our consumers.”

Udit Todi, Executive Director, Lux Industries, commented, “We at Lux have always aligned our product offerings with consumers’ requirements. Our research showed comfort and luxury were topmost on their preferences and hence an ideal combination to offer our target audiences. This commercial enunciates the brand's understanding of our TG's needs. I hear the new campaign has already grabbed significant eyeballs and has been receiving excellent reviews across social media channels.”

Piyush Pandey, Chairman of Global Creative and Executive Chairman, Ogilvy India, commented, “The purpose of an undergarment is to make one feel cosy and comfortable. It is not to increase the sex appeal or body display. The new Lux Cozi film featuring Varun Dhawan achieves its 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.”

The film:

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