Lux Cozi to spend Rs 30 cr in 3 months to market newly-launched scented vests

The range was launched in Mumbai today by brand ambassador Varun Dhawan

MUMBAI: Lux Industries Ltd launched India’s first-ever scented vest range under its flagship brand Lux Cozi, in Mumbai today. The launch was accompanied by the release of a new TVC, featuring Varun Dhawan, created by 82.5 Communications (formerly known as Soho Square, an Ogilvy Group company).

Revealing the marketing plans for its brand new and unique product to, Lux Industries Ltd senior vice president Navin Todi shared that the company is planning to spend Rs 30 crore in the coming three months on promotions. 70 per cent of the marketing spend will be targeted towards television and digital while 30 per cent will go to print communications. The main focus will be on media properties like the ongoing IPL association and TV ads during commercial soaps and serials.

However, the slot purchase for TV as well as print is in the planning stage and the final roadmap will be chalked out in the coming week. Navin said, “Our marketing plan for the first quarter is based on the scented range of vests. It is something new for the Indian market and we want it to be really big. The final marketing plans will be locked in the coming week as we were waiting for the launch and initial feedback to come in.”

Speaking about the brand’s association with 82.5 Communications for the ads, Navin shared that the agency wavelength matches the concept of its brand. He mentioned that Lux looks forward to a long association with the agency.

The new range of the scented vests has been developed after thorough research and development. Lux Industries Ltd managing director Pradip Todi shared that the idea of creating scented vests came from brand ambassador Varun Dhawan during a light-hearted chat session. “In a jovial mood he suggested adding fragrance to the vests and the team took it seriously. After a year of research, development, and testing by hundreds of people, we decided to launch the Jasmine-scented range in the market,” he said.

Lux Industries Ltd chairman Ashok Todi added that the brand might soon add other fragrances to the portfolio if the consumer demand rises.

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