Lyra, the women’s wear brand from Lux Industries launched 2012, has a new face in actor Janhvi Kapoor. The brand which has featured actors Parineeti Chopra and more recently Taapsee Pannu in its ads, has Kapoor in a new ad film that continues with its ‘Anytime, Anywhere’ theme.
The campaign film sees the bubbly Kapoor “Always Ready for More… Anytime, Anywhere”. It targets the vibrant and dynamic young crowd and its aim is to position Lyra as a brand that empowers its consumers, enabling them to always be ready for more, anytime and anywhere, informed an official statement.
She plays multiple roles – from a girl next door to a corporate leader to a carefree dancer to a star performer – dressed in Lyra.
Kapoor said, “Becoming the face of Lyra is a thrilling journey, where fashion becomes a statement of confidence and individuality. I am excited to personify the elegance and grace that the brand stands for. Shooting with the team was truly enjoyable, and I wholeheartedly hope for their continued success and even greater achievements in the future.”
Udit Todi, Executive Director, Lux Industries, said, “Janhvi Kapoor embodies the modern, confident woman of today – someone who is unafraid to embrace her individuality. Just like our brand, she celebrates the power of self-expression through fashion. As our brand ambassador, Janhvi Kapoor will be a beacon of inspiration for women, showcasing that fashion is not just about clothing, but a form of self-assurance and empowerment.”
Lyra has a folio of women’s outerwear and innerwear, including leggings, lingerie, tops, T-shirts, activewear and sleepwear. It is the fastest growing brand of Lux Group, revealed the statement, contributing around 15 pc to the topline (or Rs. 350 cr) in FY22, selling over 1.8 cr units.
The company intends to invest 6 to 8 pc of the revenue in brand marketing for sustainable double-digit growth.
An ad film from January 2023 featured actor Pannu, also with the ‘Anytime, Anywhere’ line.
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