Lux Industries Limited has inked a new partnership with the former Indian cricket captain and current President of the Board of Control for Cricket in India (BCCI), Sourav Ganguly, as the brand ambassador of Lux Cozi.
The company has also released a new advertisement campaign #PorleEMonKhushi with the former international cricketer. Lux Cozi hopes to reach greater success and a feeling of being connected with its customers during this collaboration.
Introducing Sourav Ganguly as a Lux Cozi brand ambassador is part of Lux’s pioneering business model, which seeks to boost the company’s market share in individual territories. With this new approach, Lux Cozi 1K aims to make Lux Cozi an INR 1000 Cr company in the shortest amount of time possible.
Ashok Todi, Chairman, Lux Industries, commented, “Lux Industries has always been a consumer-driven brand and we believe in appointing our brand emissaries who help our customers connect better with us. It gives me immense joy to say this is a move that will be setting new standards. There could not have been a better face than our beloved Dada who could represent us to take our message to our consumers.”
Lux Cozi is one of the most rapidly growing brands of Lux Industries and is expected to grow exponentially, which would strengthen the Company’s brand performance in the men’s innerwear category. Being a pioneer in the field for close to six decades, Lux Cozi has taken an unprecedented step through this association to establish and augment its market dominance.
Lux Industries has always been vigilant in incorporating the latest methods of production, constructing unique ideas, and reaching the right audience across unique marketing and advertising schemes.
Sourav Ganguly, commented, “I am delighted to partner with Lux Cozi, an iconic Indian brand. Lux has changed the hosiery industry of the country and has been the forerunner in many aspects setting benchmarks for others in the industry to follow. I hope that together we can take the brand Lux Cozi to newer heights.”
Saket Todi, Executive Director, Lux Industries, remarked, “Lux Industries’ core business strategy includes openness to constant revolution and advancement in our product range and brand identity. As a result, we are thrilled to have Sourav partnering with Lux Cozi. We all hold Dada in the highest esteem, and his popularity continues to grow. We are confident his onboarding as an ambassador of Lux Cozi will help us to collaborate better with our consumers, both in urban and rural markets.”