India’s leading innerwear brand, Lux Cozi, has taken a playful and unconventional approach to its latest advertising campaign.
The brand has launched a humorous television commercial featuring legendary cricketer, Sourav Ganguly, suggesting that wearing Lux Cozi can boost intelligence.
Produced by the renowned production house Vista Communications, the TVC showcases Ganguly in a lavish zamindar bungalow, engaged in a quirky activity involving a newspaper. The ad’s punchline humorously reveals the “secret” to enhanced intellect: simply wearing Lux Cozi.
The creative concept, overseen by Chief Creative Director Jaya Sankar, aims to capture the attention of viewers and create a memorable brand association. The TVC, which premiered on August 19, 2024, has quickly gained popularity on major Bengali news channels and has been widely shared on social media.
Jaya Sankar shared his thoughts on the project, “Our aim was to create a memorable and engaging commercial that not only stands out but resonates with viewers. Working with Sourav Ganguly was a rewarding experience; his charisma and understanding of our concept significantly contributed to the campaign’s success. By crafting a satirical narrative, we wanted to convey that Lux Cozi is not just about comfort; it represents a smart and informed choice for consumers.”
Surendra Bajaj, Vice President-Marketing at Lux Industries Ltd., added, “Our goal was to engage our audience through an unconventional approach, we wanted a completely disruptive idea with a touch of humour. We have approached Vista Communications for this out-of-the-box solution and I must say they have presented a great piece of thought. The final production not only resonates well with our target audience but also positions Lux Cozi as a thought leader. Further, I must thank Dada for showing his great acting skills and making this TVC a great success.”
Lux Cozi, known for its comfort, quality, and affordability, offers a wide range of men’s underwear products, including vests, briefs, trunks, and thermals. The brand has established a strong presence in the Indian market through its commitment to providing durable and affordable innerwear options.
Vista Communications, a leading production house with over 25 years of experience, has gained recognition for its innovative and engaging content. The firm has worked with esteemed clients such as Tata Motors, UNICEF, and Lux Cozi, delivering high-quality productions across various genres.