New Delhi: Lux Cozi has unveiled a new digital campaign to introduce Cozi Micro Modal, the latest addition to its premium Cozi luxury collection. The campaign features brand ambassador Varun Dhawan and offers a behind-the-scenes look at the making of the brand’s latest shoot.
The film highlights the product’s key attributes, including its soft fabric, lightweight feel, stretchability, breathability, and fit. Through candid moments from the set, the campaign reinforces its comfort-led messaging with the line, “Pehenne mein mazza aayega.”
Commenting on the launch, 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.”
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.”
The campaign, released across social media platforms, is aimed at engaging younger audiences while reinforcing Lux Cozi’s positioning around innovation-led comfort and premium innerwear experiences.
