Lux Cozi has launched a campaign to introduce ‘Cozi Micro Modal’, the latest addition to its luxury collection. The film features Varun Dhawan as a brand ambassador and provides a candid, behind-the-scenes look at the making of the brand’s latest advertisement.
The campaign film highlights several key attributes of the new product, including the use of fine soft fabric and its lightweight feel. According to the brand, the Micro Modal range is designed for stretchability, breathability, and a precise fit. behind-the-scenes moments to reinforce its comfort-focused messaging using the tagline ‘Pehenne mein mazza aayega.’
The campaign has been released across various social media platforms to specifically engage younger audiences. By focusing on these digital channels, Lux Cozi aims to strengthen its position as a provider of premium, innovation-led innerwear.
Link to the campaign:
Ashok Kumar Todi, Chairman, Lux Industries, 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., said, “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 connection with today’s consumers through Varun Dhawan’s energy and relatability.”
