Known for its innovative and customer-demand driven product offerings, manufacturing more than 100 products across 14 major brands comprising a complete range of innerwear for men, women, and children, has yet again created a buzz in the innerwear category of the country by pioneering India’s first scented vest range under their flagship brand Lux Cozi. To fight the rising mercury during summers the refreshing scented vests will be a landmark product in the men’s innerwear category. Bollywood star Varun Dhawan, the heartthrob of Young India and the Brand Ambassador for Lux Cozi launched the scented vest range in Mumbai today. With the new range of vests, Lux Cozi is taking a phenomenal leap in the process of creating value-based products keeping in mind the essential necessity and aspirational style quotient of India.
At a glittering and starry affair in Mumbai, Varun Dhawan was joined by Mr. Ashok Todi, Chairman, Lux Industries Ltd., Mr. Pradip Todi, Managing Director, Lux Industries Ltd., and Mr. Navin Todi, Senior Vice President, Lux Industries Ltd. The good old vest is about to shake up the world of fashion. Lux has developed a revolutionary product for the Indian market, drawing from deep insights about the Indian masses—Lux Cozi scented vests. Proposed by 82.5 Communications (Mumbai), formerly known as Soho Square, an Ogilvy group company, this innovation was not an easy feat to pull off, and took months of research and development. In India, the tropical climate, and the long commutes people take to work every day aggravate the problem of excessive sweating. Besides fulfilling the promise of comfort, these scented vests are designed to help people stay fresh even after a long day at work. All this, so India looks good, feels good and smells good! The other unique feature of these vests is the fact that they retain their fragrance even after continued washes, so people can sweat it out in style. An ad campaign, comprising two TV spots, radio spots and print campaign featuring Varun Dhawan will soon be launched to promote the product.