Mumbai: Kolkata-based innerwear brand Lux, offers a complete range of innerwear for men, women and children across 12 brands. To strengthen the appeal of its brand, Lux Venus, Lux has now roped in Amitabh Bachchan as the brand ambassador.
To connect the brand message ‘Yehandarkibaathai’ with the brand ambassador, Soho Square, Mumbai, conceptualised an extensive campaign featuring Mr. Bachchan in a witty character. The TVC focusses on Mr. Bach
chan telling the audience what it takes to make it big in life, in an intriguing and entertaining manner. The campaign is being taken forward across a mix of media – television, online, print, digital and out-of-home.
For this partnership, the creative challenge on hand was to find a way to use a star of Mr. Bachchan’s stature. The agency had to make the communication engaging as well as entertaining.
Talking about this association, Ashok Todi, Chairman, Lux Industries said, “Similar to Mr. Bachchan’s popularity as an actor, Lux Venus is liked by people of all demographics. Its appeal synergises with Mr. Bachchan’s personality. We hope to reach a wider market pan India with this endorsement’.
Speaking on the campaign,Anuraag Khandelwal, ECD & Creative Head, Soho Square, Mumbai said, “Advertising in the briefs and vests segment has always been about machismo and physique. Our goal was to break the category format and present Mr. Bachchan in a humorous as well as a memorable avatar. With Mr. Bachchan portraying a common man in a common setting, this TVC will strike a chord with the masses all over the country”.
Pradip Todi, Managing Director, Lux Industries said, “We are really excited about our association with Mr. Bachchan. We believe this strategic move will help the brand grow and sustain its leadership position”.
Agency:Soho Square, Mumbai
ECD & Creative Head (Mumbai): AnuraagKhandelwal
Creative Team: Ankur Jain, Sanjay Ujawane, Pawan Pandey, SnehaDhakan
Head of Office (Mumbai): SamratBedi
Account Management: SachinRamchandani, SelvamSomasundaram
Production House: Rising Sun Films
Director: Shoojit Sircar