Innerwear manufacturer Lux Industries has roped in veteran Bollywood actor Amitabh Bachchan as brand ambassador for LUX Venus and LUX Cott’swool which offers a complete range of innerwear for men, women and children across 12 brands.

The company will launch Bachchan as its ambassador through an extensive campaign from February 2018 to be launched across a mix of media like television, online, print and out-of-home media. The campaign has been planned by Soho Square.

The hoardings with Amitabh Bachchan sporting products from Venus and Cott’swool will be up in major metros followed by aggressive print advertisement. The electronic campaign featuring the actor will be released across major news channels, movie and music channels.

“These brands are liked by people of all demographics, similar to Bachchan’s iconic legacy as an actor. The brand appeal synergizes with his personality. With this association, we hope to reach a wider market pan India,” chairman of Lux Industries, Ashok Todi said.

Actor Varun Dhawan continues to be the brand ambassador for LUX Cozi and Indian actress Parineeti Chopra for Lyra leggings for women.

Post GST, the Rs 25,000-crore hosiery industry will get more organised. Since the new tax levy is expected to create a level playing field between organised and unorganised players, listed hosiery majors such as Lux, Dollar and Rupa will have to compete harder in this segment.

“Presently, competitors in this price sensitive category do not have a celebrity to endorse their brands. We expect to capitalise on our ‘first mover advantage’ initiative. Venus hopes to clock a 10-11 per cent growth in FY 2018-19 – a category which has been stagnant over the last few years,” senior vice president, Lux Industries, Saket Todi said. LUX Venus brand contributed Rs 280 crore to Lux Industries’ total turnover of Rs 972 crore in FY 2016-17.

– Apparel and Textile News, Apparel Talk, Indian Apparel