Big B pads up for innerwear

Billboards across major metros will have Amitabh Bachchan sporting stylish and comfortable Venus and Cott'swool products

Big B is now padding up for innerwear brand Venus and winterwear brand-Cott’swool-both from the stable of the BSE-listed LUX Industries Limited. The Kolkata-based company, which makes and sells more than 100 products across 12 major brands comprising a complete range of innerwear for men, women, and children, already has Varun Dhawan, the heartthrob of young India, as the brand ambassador of LUX Cozi. The brands, which Amitabh Bachchan would be endorsing, exude elements of faith and dependability and has a rich legacy of ruling the choice of the masses for more than three decades and their association with Bachchan is expected to give tremendous marketing impetus in the popular segment, top company officials said.

“Venus is one of the largest innerwear brands in India and Cott’swool is synonymous to winter wear in India. Each of the brands exudes superlative levels of comfortability and rules the market with its price efficiency. This is a moment of immense pride for us at LUX Industries as we believe that the legacy of these brands is crowned with the momentous occasion by getting on board actor extraordinaire Amitabh Bachchan as our brand ambassador for the first time by any hosiery brand in India. These brands are liked by people of all demographics, similar to Mr Bachchan’s iconic legacy as an actor, the brand appeal synergises with his personality. We hope with this association we will be able to communicate and reach a wider segment of customers,” said Ashok Todi, chairman, LUX Industries Ltd.

Billboards with Amitabh Bachchan sporting the stylish and comfortable products from Venus and Cott’swool, will be up across major metros, which will be followed by aggressive print media campaign. The electronic campaign featuring the actor will be rolled out across the GECs, news channels, movie channels and music channels within 45 and 30 seconds commercials to be used across a mix of communication mediums like TV, Print, Radio, Onscreen and Online. The company has commissioned ad guru Piyush Pandey and his team to prepare the creative series.

“At LUX Industries we want our diverse portfolio of brands individually to grow and sustain its leadership position in the market, while we aim to continue bonding with our brand evangelists in a more meaningful and engaging way. We believe the endorsement of LUX products will further strengthen the bond with the masses, give our users a greater sense of purpose and help the brands scale newer heights over the course of next few years,” said Pradip Todi, managing director, LUX Industries Ltd.

LUX’ brands portfolio includes some of the category leaders such as LUX Cozi, LUX Cozi Glo, ONN Premium Wear, LUX Bigshot, LUX Venus, Genx, LUX Cott’swool, LUX Inferno, LUX Classic, LUX Mozze, LUX Karishma and LUX Touch.

The entire range of products from the LUX stable is available in more than 45 countries. In the domestic market, these products are available through a network of over 900 dealer and distributors.

ritwikmukherjee @mydigitalfc.com