PYNK, Lux Cozi’s women’s wear brand, has launched its new campaign film “Work. Pynk. Play” featuring Shraddha Kapoor, shifting from product-focused messaging to an emotionally driven narrative that celebrates the modern Indian woman’s multifaceted life.
As India’s affordable fashion market booms—driven by digitally-savvy consumers from Tier 2 and 3 cities—PYNK is positioning itself at the intersection of style, affordability, and emotional connection. The brand aims to reach ₹800 crore in revenue by 2029.
The film, created by Rediffusion, highlights resilience, ambition, and confidence, resonating with a growing middle-class audience. With sustainability efforts like solar-powered production, PYNK is also aligning with rising eco-conscious values.
By combining emotional storytelling, stylish yet affordable offerings, and a focus on customer-centricity, PYNK is poised to become a key player in India’s fast fashion landscape.