Lux Industries makes Salman Khan chase after his Lux Venus

Lux Industries has announced the repositioning of its brand Lux Venus with an intent to double the market share in the Indian innerwear category. 

For this business endeavour, the brand has rolled out a campaign titled ‘Sabko Maangta Hai’ (asks for all) featuring its brand ambassador actor Salman Khan. 

Conceptualised by Shreyansh Innovations and produced by Green Apple Entertainment, the film aims to highlight the rebranded positioning of Lux Venus in the hosiery industry. It features Khan in an action packed scene where he chases his Lux Venus vest through the busy streets of a city, amidst heavy traffic and pedestrians. The film ends with Khan finally getting a grip of the vest and saying the dialogue ‘sabko maangta hai’ in his signature style. 

Udit Todi, executive director, Lux Industries, said, "We wanted to reposition Lux Venus as India's highest selling and most loved vest brand – and who better to justify this positioning than India's biggest and most loved superstar, Salman Khan! We hope the campaign resonates with Salman Khan's fans and the greater audience at large. Lux Industries, which enjoys a premium reputation and trust among its existing and prospective consumers aims to reinforce the brand’s commitment to the core of quality and comfort while also expanding its business portfolio in the Indian market over the next few years."

The campaign will be amplified across television, cinemas, and digital platforms, along with print and outdoor renditions across the country.