MUMBAI: Lux Industries which has been working in Indian hosiery for over five decades, has announced its foray into women’s wear with the launch of Pynk—a brand that looks to reflect the dynamic rhythm of today’s woman.
Inspired by the idea of fluid femininity, Pynk aims to not be just a brand – it is a mindset. At its heart lies a belief: that every woman deserves to move freely through life, seamlessly blending ambition, love, and self-expression. With products that are thoughtfully designed and meticulously crafted, Pynk celebrates the art of balance—between work and play, strength and softness, ambition and emotion. To this effect, the brand has launched a new TVC and taken on board actress Shraddha Kapoor as the brand ambassador and launched a 360-degree campaign titled Work. Pynk. Play. which has been created by Rediffusion Brand Solutions Pvt. Ltd. and directed by Abhishek Varman.
With a marketing investment of Rs. 27 crores, Pynk will hit around 1600 movie screens across the country. Followed by television commercials, digital, innovative hoardings, airports life size Shraddha Kapoor glow screens. Besides engaging around 600 social media influencers to promote the brand. The price range for Pynk will be between Rs. 500 – Rs. 999.
Thought behind the campaign: A future-forward brand that moves ahead of the curve, just like the women it celebrates. Today’s woman juggles ambition, emotion, and responsibility with effortless grace. She takes one step towards her dreams and another towards her loved ones — always moving, always balancing. Through the lens of Shraddha Kapoor, the brand ambassador, the narrative looks to reflect the everyday strength and elegance of Indian women. Pynk is Lux Cozi’s tribute to their journey, their resilience, and their pride, wanting every woman to look at Pynk and say, “That’s me.”
The Storyline of the Ad: The film tells the story of a young woman torn between two paths — her passion for dance and her mother’s dream of a successful corporate career. Instead of choosing one, she decides to pursue both. By day, she excels at work; by night, she embraces her love for dance. It is a celebration of modern women who does not compromise — they create their own path, balancing ambition and emotion with grace. It is a tribute to every woman who takes one step toward her dreams and another toward the ones she loves. That’s the spirit of Pynk.
Design brief around the logo and products:
Objective: To create a visual identity that captures the essence of PYNK. The logo and product design reflects her energy, grace, and emotional strength.
Brand Essence: Pynk embodies the vibrant, unstoppable spirit of today’s young women — fearless, passionate, and purpose-driven. She is as ambitious as she is grounded, leading with both heart and strength.
Logo Direction: The logo features a fluid, free-flowing form to represent movement, freedom, and adaptability — core attributes of the Pynk woman
The design is modern, expressive, and confident, avoiding clichés or over-feminisation This Pynk logo aims to be a tribute to feminine energy. Soft pink tones evoke grace and femininity, while the rounded, flowing font reflects the elegance and ease of the product itself. A heart shape, unique element inspired by the anatomy of legs, symbolizes product reflection. The stitch-inspired line in the letter ‘P’ subtly nods to craftsmanship and attention to detail.
Product Design Considerations: Products reflect comfort in motion, without compromising on style The visual language across leggings and packaging aligns with the brand’s empowering and contemporary tone.
Use of bold yet elegant design cues — nothing overly ornamental, but every element intentional and meaningful
Pramod Sharma, National Creative Director, Rediffusion Brand Solutions stated, “Pynk” is a future looking women wear brand. It is a step forward than other leggings brands. It is an ode to the woman of today, who handle their career, their dreams, and their family’s aspirations together. That too, proudly. Their one step moves towards their aspirations and the second takes care of their loved ones too. The film through Shradha Kapoor is a story of women of India. It is our tribute to their journey, their strength, and their grace. We want every woman to see herself in Pynk.”
Ashok Kumar Todi, Chairman, Lux Industries, stated, “At Lux Industries, we have always believed in anticipating market shifts and evolving with consumer aspirations. The launch of Pynk marks a significant milestone in our growth journey – bringing our trusted legacy into the fast-growing women’s wear category. With Pynk, we aim to establish a powerful new vertical within the Lux Cozi portfolio. It reflects our strategic intent to build meaningful brands for a new India.”
Speaking on the association and the launch of the new range from Pynk, Saket Todi, Executive Director, Lux Industries said “With Pynk, we are building more than just another product line, it is an ultimate mix of core and fashion, which makes our product range a benchmark in the industry. Backed by our five-decade legacy in hosiery and deep market insights, we see Pynk as a strategic growth engine that will help us unlock new consumer segments and drive Rs. 800 crore in revenue over the next five years.
“We have 20 varieties of products under Pynk currently and within five months we have a target of 100 varieties. We are creating a movement rooted in comfort, confidence, and contemporary design for the modern Indian woman. The design language, the advertisements are an industry first. Pynk will echo the emotions of every girl and their bond with their mothers in different stages of life. With every stitch, every silhouette, we have tried to echo her journey. Pynk is about celebrating her choices, her confidence, and most importantly, her comfort. It is a bold yet natural extension of our journey, and a reflection of Lux Cozi’s ability to evolve with the aspirations of India.”
Kapoor said, “I am thrilled to be a part of the Lux Cozi Pynk journey. Whether I am heading to a shoot or just spending time with myself or my friends, I want to feel good about what I wear—and that is what Pynk is all about. It is comfort that moves with you, style that speaks for you. I love how it blends everyday ease with a sharp, modern vibe. It is more than fashion—it is a statement.”
