Lux Cozi signs Vijay Deverakonda as brand ambassador for south markets

By

Maverick Martins

Published
Mar 15, 2023

Lux Industries Limited has signed actor Vijay Deverakonda as the brand ambassador of Lux Cozi for the South Indian market.

The brand has launched a campaign titled 'Super Feel' in which the actor in seen endorsing the Lux Cozi products.

With its association with the actor, the brand aims to increase its market share in South India and expects the popularity of the actor to help achieve its targeted 35 percent market share over the next six months.

Commenting on the association with the actor, Ashok Todi, chairman of Lux Industries in a statement said, “Lux Cozi has witnessed remarkable growth since its inception and has been keeping a stronghold in the inner garment sector by its constant innovation and marketing strategies to connect with the audience. We are confident that Vijay's onboarding as an ambassador of Lux Cozi, will help us to collaborate better with our consumers in the South.”

“Saket Todi, executive director at Lux Industries added, “Lux Cozi has an extensive market presence in the rest of India and under our strategic brand approach, it is now time to focus on capturing around 35 percent market share in South India in the next six months. Thus, we have associated with Vijay to help establish an instant connect with our target consumers in the south and ensure a deeper penetration and recall of our brand among them.”

Lux Industries has been aggressively promoting its brand ‘Lux Cozi’ by investing heavily on marketing and expects it to be a Rs 1,000 crore ($123.5 million) brand from the current Rs 700 crore by the 2025 financial year.