Lux Industries breaks gender stereotype by associating with woman celebrity Jacqueline Fernandez to promote products of Lux Cozi

Mumbai, February 13, 2023: Lux Industries Limited, (BSE: 539542 | NSE: LUXIND), one of the country’s largest innerwear manufacturers, known for its innovative and customer-demand-driven product offerings, manufacturing more than 100 products across 14 major brands comprising a complete range of innerwear and outerwear for men, women, and children, has created yet another sensation in the men’s hosiery industry in India when it roped in woman celebrity Jacqueline Fernandez to promote products of Lux Cozi, the first of its kind by any men’s innerwear brand. To this effect, the brand has launched a new TVC campaign ‘Yeh Nahi Toh Kuch Nahi’ which has been created by Yellow Beetle Films and directed by Gauri Shinde.
 

The association with a women celebrity not only breaks gender stereotypes but also marks another shift for the brand in the men's hosiery category. Men are often seen promoting their vests, but how often do we see women promoting men's vests? Against all odds, Lux Cozi desired a significant shift in their original thinking by taking a more assertive stance to include a woman for the first time in India in the promotion of men's hosiery. This move is expected 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 & 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,”
 

Speaking on the association & the launch of the new campaign, 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 normalize 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.”

 
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 & 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 enjoyed making it.”