Lux Cozi appoints Vijay Deverakonda as brand ambassador

Lux Industries has announced the appointment of actor Vijay Deverakonda as brand ambassador. 

To highlight this association, the brand has rolled out a campaign titled 'Super Feel' featuring Deverakonda, conceptualised by Yellow Beetle Films.  

Ashok Todi, Chairman, Lux Industries, said, “Lux Cozi has witnessed remarkable growth since its inception and has been keeping a stronghold in the inner garment sector by its constant innovation and marketing strategies to connect with the audience. Being a consumer-driven brand, we believe in appointing brand ambassadors who help our customers connect better with us. We are confident that Vijay's onboarding as an ambassador of Lux Cozi, will help us to collaborate better with our consumers in the South.”

Saket Todi, executive director, Lux Industries, added, “Lux Cozi has an extensive market presence in the rest of India and under our strategic brand approach, it is now time to focus on capturing around 35% market share in South India in the next six months. Thus, we have associated with Vijay to help establish an instant connect with our target consumers in the south and ensure deeper penetration and recall of our brand among them. Vijay’s dedication to staying fit, healthy, and always charming admirably synergises with Lux Cozi’s brand ethos of ensuring comfort and a durable lifestyle. We strongly ‘feel’ that the campaign will be appreciated well by our consumers.”