Lux Industries
The company behind Lux Industries, with 8 confirmed deals on Monumentum.
Deals
Newest first, with what our re-check found on each source.
Ad film · 16 Apr 2026
A dance-led film for the premium men's innerwear line, with Hrithik Roshan signed as brand ambassador and choreographed movement used to argue comfort and ease. Directed by Razy Ghai for Hope Productions and run across television, digital, social, retail and print.
Agency: Rediffusion Brand Solutions. Talent: Hrithik Roshan.
Digital/social · 21 Mar 2026
Social-media campaign introducing the Micro Modal line in the premium Cozi range, shot as behind-the-scenes footage from a Varun Dhawan shoot and aimed at younger buyers with a comfort-first line.
Talent: Varun Dhawan.
Launch · 15 Sep 2025
TVC launching the HEATEK thermal-wear range: Varun Dhawan and Jacqueline Fernandez are stuck in a freezing cabin and she chases him around for warmth until the thermals arrive, selling four variants for men, women and children.
Talent: Varun Dhawan, Jacqueline Fernandez.
Launch · 9 May 2025 · Reported value Rs 27 crore
Rs 27 crore 360-degree launch of the women's wear brand Pynk with Shraddha Kapoor as ambassador. The film follows a young woman who keeps both her corporate job and her dance; the plan covered about 1,600 cinema screens, TV, digital, hoardings, airport glow screens and around 600 influencers. Created by Rediffusion, directed by Abhishek Varman.
Agency: Rediffusion. Talent: Shraddha Kapoor.
Ad film · 10 Aug 2023
Lyra signed Janhvi Kapoor as brand ambassador and built a film around the line 'Always Ready for More, Anytime, Anywhere', with Kapoor playing a girl next door, a corporate leader, a dancer and a performer in Lyra clothing. It continued a platform Taapsee Pannu had fronted in January 2023.
Talent: Janhvi Kapoor, Taapsee Pannu.
Integrated campaign · 3 Sep 2022
Repositioning of the Lux Venus vest with Salman Khan as new ambassador: he chases his vest through city traffic and catches it with his trademark swagger. Conceived by Shreyansh Innovations, produced by Green Apple Entertainment, run on TV, cinema, digital, print and outdoor, with spends pegged at 6-8% of brand revenue.
Agency: Shreyansh Innovations. Talent: Salman Khan.
Ad film · 15 Mar 2022
Film with Varun Dhawan on the idea that comfortable innerwear shows up as a smile on the face, aimed at 18-30-year-old men in urban and rural markets. Created by Ogilvy Mumbai, directed by Neha Kaul of Corcoise Films; live on TV, social, outdoor, print and on-ground.
Agency: Ogilvy India. Talent: Varun Dhawan.
Launch · 17 Apr 2019
Landmark case where the agency proposed the product: 82.5 Communications (ex-Soho Square, Ogilvy Group) pitched scented cotton vests for sweaty commutes and Lux made them, launched with two TV spots and radio spots featuring Varun Dhawan.
Agency: 82.5 Communications. Talent: Varun Dhawan.
Work at Lux Industries?
Claim this page to list your properties and partners, and correct anything wrong.