MUMBAI – 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 and radio spots, featuring Varun Dhawan will soon be launched to promote the product.
Anuraag Khandelwal, ECD and Creative Head, 82.5 Communications, said, “Vests as a category has almost always focused on style and comfort as its driving force. With this innovation, we wanted to shift the needle to realign the paradigm and change the way the country looks at this age-old garment, while keeping it relevant to the needs of the everyday Indian.”
Speaking about the launch of the range of scented vests, Mr. Ashok Todi, Chairman, Lux Industries Ltd. said, “At Lux Industries, it is our passion to bring interesting innovation in our products focusing on ideas in sync with our brand attributes. Over the years, Lux Industries has been in the forefront creating milestones within the hosiery industry and taking the brands across national and international borders. We have pioneered many firsts and today we are happy to surprise and excite the market trends during summer by launching the first-of-its-kind range of scented vests for the Indian audience. I am sure this product will also be a game changer and create its own segment.”
Mr. Pradeep Todi, Managing Director, Lux Industries Ltd. said, “Lux Cozi is one of the most popular and the largest market share holder in the economy to the mid-segment of men’s innerwear. As part of our core business strategy at Lux Industries, we are open to constant revolution and advancement in our product range. The introduction of scented vests within the fold of Lux Cozi will up the style quotient and also allow its users to remain fresh throughout the day in the scorching summer heat. The use of the best and finest cotton in Lux Cozi promises durability with strong stitches making it incredibly stylish yet comfortable. The scented vests are made from 100% cotton. This vest gives users a perfect fit to ensure breathability and freshness all day long.”
Sumanto Chattopadhyay, Chairman and Chief Creative Officer, 82.5 Communications, added, “It’s rare that a product innovation proposed by an agency finds its way to the market. Lux Cozi has given 82.5 this opportunity. We are thrilled!”
Speaking about his association with the campaign, Varun Dhawan said, “Lux Cozi has been synonymous with quality, comfort and durability. Today, I am very excited to be a part of the launch of their next big product–India’s first scented vests. With the onset of summer, this innovative product will revolutionise the vest game. I hope the audience shows some love to the vest as well as the ad campaign which has been creatively designed and executed.”
CREDITS
Communications Agency: 82.5 Communications (formerly known as Soho Square, an Ogilvy Group company)
Chairman and Chief Creative Officer: Sumanto Chattopadhyay
Executive Creative Director and Creative Head (Mumbai): Anuraag Khandelwal
Chief Executive Officer: VS Srikanth
President (West): Samrat Bedi
Account Management: Selvam Somasundaram
Creative Team: Anuraag Khandelwal, Ankur Jain, Sanjay Ujawane, Vikrant Markal, Pawan Pandey, Tiyasha Ray
Production House: Yellow Beetle Films Director: Rohit Dhawan
