Lux Industries, which has a complete range in innerwear for men, women, and children across 12 brands, has roped in actor Varun Dhawan as the new brand ambassador for LUX Cozi.

LUX Cozi has signed Dhawan to take a leap in the process of repositioning itself among young audiences.

‘As part of business strategy, the brand is open to constant innovation and thus associates itself with renowned faces to represent the brand every couple of years,’ according to  Saket Todi, Senior Vice-President, Operations and Strategy, Lux Industries Ltd.

Hoardings featuring Varun Dhawan have already come up in the metro cities and the company will now take the campaign to print advertisements. The creative for the series has been prepared by Piyush Pandey and his team, the company said in a release.

The electronic media campaign will be released across the general entertainment channels, news, movies and music channels soon.

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