Orchard to handle creative duties for Lux Onn innerwear

Orchard Advertising has been mandated with creative duties for the Onn brand of innerwear from Lux Industries. The agency's Mumbai branch will handle the account.

Lux Onn is positioned as a premium innerwear brand for men, with a range encompassing vests, briefs and boxers, besides sport and leisure wear. Bollywood star Shah Rukh Khan is the brand endorser. The agency is developing new campaign scheduled to be released later in 2012.

Partha Sarkar, vice president and branch head, Orchard Advertising, Mumbai, said, “Orchard won the account on the basis of the strategy we presented. We looked at the brand with our HumanKind approach and arrived at a communication plan for the brand which will help establish a better connect with its core audience. We are currently developing the campaign in partnership with the client.”

Meridian Communications was the incumbent on the account.