Ad Campaigns
Lux Cozi onboards Vijay Deverakonda as its brand ambassador for South Indian markets
Mumbai: Inner wear manufacturer Lux Industries Ltd, known for its innovative and customer-demand-driven product offerings and manufacturing more than 100 products across 14 major brands has roped in ace actor Vijay Deverakonda as the brand ambassador of Lux Cozi for the southern market. To this effect, Lux Cozi is currently running a new television commercial campaign titled ‘Super Feel’ which stars Vijay, emphasising the comfort that Lux Cozi products provide to customers of all ages. This 30-second TVC campaign has been created by Yellow Beetle Films and directed by Deven Munjal and Vaibhav Misra.
Lux Industries chairman Ashok Todi stated, “Lux Cozi has witnessed remarkable growth since its inception and has been keeping a stronghold in the inner garment sector by its constant innovation and marketing strategies to connect with the audience. Being a consumer-driven brand, we believe in appointing brand ambassadors who help our customers connect better with us. We are confident that Vijay’s onboarding as an ambassador of Lux Cozi, will help us to collaborate better with our consumers in the South.”
Lux Industries executive director Saket Todi said, “Lux Cozi has an extensive market presence in the rest of India and under our strategic brand approach, it is now time to focus on capturing around 35 per cent market share in South India in the next six months. Thus, we have associated with Vijay to help establish an instant connection with our target consumers in the south and ensure a deeper penetration and recall of our brand among them. Vijay’s dedication to staying fit, healthy, and always charming admirably synergizes with Lux Cozi’s brand ethos of ensuring comfort and a durable lifestyle. We strongly ‘feel’ that the campaign will be appreciated well by our consumers.”
The TVC begins with Vijay Devarakonda walking through an ignited walkthrough on a film set wearing a Lux Cozi vest, with the Lux Cozi undergarment strap visible on his waist. He mentions “Super Feel Undi Ro!” to the surprise of the director. This happens two more times, each time on adventurous sets, demonstrating Vijay’s effortless machismo and the director’s growing confusion. Finally, the director walks up to him and asks what he is talking about. Vijay smirks, spins her around in his arms, and points at his Lux Cozi vest. We see Vijay walk back towards the camera and repeat, “Lux Cozi Super Feel Undi Ro!”
Yellow Beetle Films director Deven Munjal said “While working on the ad, the only thing we focused on was the word ‘feel’. Lux Cozi being an undergarment brand, has always focussed on comforting the consumers with a feel-good factor when one wears it. We curated the TVC keeping that in mind. We thoroughly enjoyed working with Vijay and making the TVC; we hope that it will be loved by every single consumer as well.”
Lux Industries has always been proactive in adopting newer production methods, developing innovative products, and extending out to the right audience through unique branding and promotional activities. Its strong brand portfolio of 15 brands and customer-centric approach have helped the brand to expand its visibility and create strong brand equity across 47 countries. The company is growing at a rate of 20 per cent per year and plans to expand throughout the South Indian market.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
