Innerwear brand Lux Cozi has introduced a new digital campaign to promote Cozi Micro Modal, the latest addition to its Cozi luxury collection. Featuring brand ambassador Varun Dhawan, the campaign centres on a candid, behind-the-scenes narrative that provides viewers with a glimpse into the making of the brand’s latest shoot.
The campaign film foregrounds the product’s key attributes, including its soft fabric, lightweight construction, stretchability, breathability and tailored fit. These features are communicated through informal, on-set moments that aim to reinforce the product’s comfort-led proposition. The messaging is anchored by the line, “Pehenne mein mazza aayega,” which underscores the experiential aspect of wearing the product.
The creative approach focuses on authenticity and relatability, using behind-the-scenes footage to create a less scripted and more accessible tone. This format allows the brand to highlight product benefits while maintaining a conversational and engaging style, particularly suited to digital-first audiences. Dhawan’s presence adds familiarity and appeal, aligning with the campaign’s objective of connecting with younger consumers.
Ashok Kumar Todi, chairman, Lux Industries Ltd., said, “Lux Cozi has consistently evolved with changing consumer expectations while staying rooted in quality and innovation. The introduction of Cozi Micro Modal reflects our continued commitment to bringing globally benchmarked fabrics to the Indian innerwear market.” His statement positions the launch within the brand’s broader strategy of aligning product development with global standards and evolving consumer preferences.
Saket Todi, executive director, Lux Industries Ltd., added, “With Cozi Micro Modal, we are introducing a next generation fabric designed to deliver exceptional softness, stretch and breathability for everyday comfort. The campaign reflects our continued focus on fabric innovation while strengthening our connect with today’s consumers through Varun Dhawan’s energy and relatability.” This highlights the dual focus on product innovation and consumer engagement, particularly through the use of a well-recognised celebrity ambassador.
The campaign has been rolled out across social media platforms, reflecting a digital-first distribution strategy. By leveraging short-form video and informal storytelling, the brand aims to maximise reach and engagement among younger, digitally active audiences. The use of behind-the-scenes content aligns with broader trends in advertising, where brands increasingly adopt transparent and ‘in-the-moment’ formats to build authenticity.
Through this campaign, Lux Cozi seeks to strengthen its positioning in the premium innerwear segment, emphasising innovation-led comfort and contemporary fabric technology. The integration of product-focused storytelling with celebrity-driven appeal reflects a strategic effort to balance functional messaging with aspirational branding.
