MAM

×

Lux Cozi to spend Rs 30 cr in 3 months to market newly-launched scented vests

The range was launched in Mumbai today by brand ambassador Varun Dhawan

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/04/16/varun-dhwana.jpg?itok=eua_bi8R

MUMBAI: Lux Industries Ltd launched India’s first-ever scented vest range under its flagship brand Lux Cozi, in Mumbai today. The launch was accompanied by the release of a new TVC, featuring Varun Dhawan, created by 82.5 Communications (formerly known as Soho Square, an Ogilvy Group company).

Revealing the marketing plans for its brand new and unique product to Indiantelevision.com, Lux Industries Ltd senior vice president Navin Todi shared that the company is planning to spend Rs 30 crore in the coming three months on promotions. 70 per cent of the marketing spend will be targeted towards television and digital while 30 per cent will go to print communications. The main focus will be on media properties like the ongoing IPL association and TV ads during commercial soaps and serials.

However, the slot purchase for TV as well as print is in the planning stage and the final roadmap will be chalked out in the coming week. Navin said, “Our marketing plan for the first quarter is based on the scented range of vests. It is something new for the Indian market and we want it to be really big. The final marketing plans will be locked in the coming week as we were waiting for the launch and initial feedback to come in.”

Speaking about the brand’s association with 82.5 Communications for the ads, Navin shared that the agency wavelength matches the concept of its brand. He mentioned that Lux looks forward to a long association with the agency.

The new range of the scented vests has been developed after thorough research and development. Lux Industries Ltd managing director Pradip Todi shared that the idea of creating scented vests came from brand ambassador Varun Dhawan during a light-hearted chat session. “In a jovial mood he suggested adding fragrance to the vests and the team took it seriously. After a year of research, development, and testing by hundreds of people, we decided to launch the Jasmine-scented range in the market,” he said.

Lux Industries Ltd chairman Ashok Todi added that the brand might soon add other fragrances to the portfolio if the consumer demand rises.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/19/rao.jpg?itok=qORFbgVW
H&M TO LAUNCH ON MYNTRA THIS AUGUST !

H&M, Hennes & Mauritz AB (H&M), the international retailer known for fashion and quality at the best price in a sustainable way, drums up to its launch debut on Myntra on 20th August 2019 at 8 pm.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/19/rhiti.jpg?itok=ZIFzJv7N
Cricketing legend MS Dhoni and CARS24 announce strategic tie-up

India’s leading home-grown global talent management company Rhiti Sports Management has announced the strategic partnership between legendary cricketer MS Dhoni and CARS24, one of the country’s fastest growing tech-enabled used car companies.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/Krushna.jpg?itok=kb-aeCSP
DIGISOL Appoints Krushna Garkhede as Head of Marketing

Mumbai: In a bid to strengthen its core team, DIGISOL Systems Ltd., a leading provider of IT Networking products, appoints Mr. Krushna Garkhede as Head of Marketing. In his role, Krushna will drive the company's marketing efforts to support overall strategic objectives for DIGISOL 2.0 and impel...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/Emami_Oil-Katrina_Kaif.jpg?itok=KXTXpXnj
Emami ropes in Superstar Katrina Kaif as the new face

Emami 7 Oils in One Non Sticky Hair Oil, one of the fastest growing brands in the buoyant light hair oils category, has roped in Superstar Katrina Kaif as its new brand ambassador.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/Nawazuddin_Siddiqui.jpg?itok=NG_wv0Xz
Pokerstars India Launches Digital Campaign #Madeforpoker with Nawazuddin Siddiqui

PokerStars India, part of the world's largest online poker platform, has launched a new digital marketing campaign featuring Bollywood star and PokerStars India Brand Ambassador Nawazuddin Siddiqui.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/myteam11.jpg?itok=hs4_BpQU
MyTeam11 aims for BCCI title rights after successful run as title partners with West Indies Cricket

One of India’s leading fantasy sports websites MyTeam11, today announced that they had picked up the bid documents and were aiming for the four-year BCCI Title Sponsorship Rights, as per the tender released by BCCI on July 29, 2019.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/vad.jpg?itok=-5u22WoF
Fevicol A+ partners with NAB & school students to create more than 2 lakh Rakhis for Army Jawans

Fevicol A+ - an innovative crafting glue from Pidilite – celebrated the auspicious festival of Rakshabandhan with its nation-wide endeavor: A Bond Of love. As part of this initiative, Fevicol A+ associated with the National Association for the Blind India (NAB), to create 1.5 lakh exquisite rakhis...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/telewise.jpg?itok=ub5hJ76V
Tamil Nadu's retail brands weigh in on television as a marketing medium

Tamil GECs should include subtitles in their shows to increase stickiness and drive more brands to advertise on them, was the conclusion of the very insightful ‘Retail Therapy’ session at the recently concluded Tele-Wise Tamil conclave by Indiantelevision.com.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/14/htj525pp.jpg?itok=OW7SdbeW
Wavemaker Kinetic India brings alive Cadbury Celebrations Rakhi OOH Campaign

Kinetic Worldwide, a WPP entity has established itself as a leading global player in the Out-Of-Home (OOH) media industry and has many success stories. One of the recent additions being Star Sports Marathi collaborating with Kinetic for the Pro Kabaddi League Season 7, that commenced on 20th July...

MAM Media and Advertising AD Agencies

Sign up for our Newsletter

subscribe for latest stories