Lux Cozi has unveiled a new digital campaign to introduce Cozi Micro Modal, the latest addition to its premium innerwear range. Featuring brand ambassador Varun Dhawan, the campaign offers a behind-the-scenes look at the making of the shoot while spotlighting the product’s key benefits.
The film emphasises features such as ultra-soft fabric, lightweight feel, stretchability, breathability, and a superior fit. Through candid on-set moments, the campaign reinforces its comfort-first narrative with the tagline, “Pehenne mein mazza aayega.”
Ashok Kumar Todi, Chairman of Lux Industries Ltd., noted that the brand continues to evolve with changing consumer expectations while maintaining a strong focus on quality and innovation. He added that Cozi Micro Modal reflects the company’s commitment to introducing globally benchmarked fabrics to the Indian market.
Saket Todi, Executive Director, Lux Industries Ltd., highlighted that the new range is designed to deliver enhanced everyday comfort through advanced fabric technology. He also emphasised that the campaign aims to strengthen the brand’s connection with modern consumers, leveraging Varun Dhawan’s relatability and energy.
Launched across digital and social platforms, the campaign targets younger audiences while reinforcing Lux Cozi’s positioning as a brand driven by innovation, comfort, and premium innerwear experiences.