Lux Industries, the innerwear manufacturer, has roped in actor Jacqueline Fernandez to promote products of Lux Cozi, making it one of the first such associations by any men’s innerwear brand.
The brand has also launched a new TVC campaign ‘Yeh Nahi Toh Kuch Nahi’, which has been created by Yellow Beetle Films and directed by Gauri Shinde.
The brand said that against all odds, it desired a significant shift in the original thinking by taking a more assertive stance to include a woman in the promotion of men's hosiery.
Through this move, Lux Cozi is expecting to strengthen the brand's connection while simultaneously capturing the target audience’s attention and meeting the expectations and aspirations of today's youth.
Ashok Kumar Todi, Chairman, Lux Industries, stated, “This is the first time, a men’s hosiery brand has engaged with a women celebrity for promoting its products. As an innovative and consumer-driven brand, we have always tried to meet the consumer demand by choosing our main protagonists based on their connection and pull with our target consumers. This time too, it’s no exception. We hope this will take the brand to newer heights and create a deeper connection with its discerning consumers,”
Saket Todi, Executive Director, Lux Industries, said, “As a brand, we are known for our innovation in the industry and this time, we wanted to break the old-fashioned gender stereotype through the campaign and highlight how today’s women don’t hesitate in making the first move. Typically, innerwear brands portray conventional male-dominant imagery, but our film depicts a role reversal where we normalise and make the woman to lead. This is probably the first time where a men’s inner wear brand is showing a woman in lead. Our objective is to build a stronger connection with the consumers, and we are certain that this campaign will grab the eyeballs of the general mass.”
The TVC begins with Jacqueline Fernandez in a bedroom, organising her partner's clothes in the closet. While doing so, she comes across his vest and begins thinking about him. She is then shown as excited, grooving and dancing with her partner's vest until the doorbell rings. She gives a sly smile and walks over to the door. In the back shot, the audience can see Fernandez standing with the guy as the Lux Cozi tagline emerges on the screen.
Deven Munjal, Yellow Beetle Films, said, “While we wanted the ad to be personal and playful in accordance with the story, the biggest challenge was creating a clutter-breaking campaign with Jacqueline being featured in the men's innerwear category. Many women in our country shop for innerwear for the men in their households and that inspired us to build in the narrative and write the story. The pairing with Jacqueline at the helm is ideal and we had a great time in creating and writing this. We anticipate that everyone will enjoy watching the TVC as much as we enjoyed making it.”