Lux Industries × Punjab Kings, 2012

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.

Partner · Event · 2026

Payment Enabler at the event; wording as printed on the official partner page.

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.

Associate sponsor · Series · 18 Jul 2025

Lux Industries was one of the 14 sponsors JioStar named for Special Ops 2 before its 18 July 2025 premiere, the largest sponsor line-up on a JioHotstar scripted original.

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.