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/2019/08/21/decor.jpg?itok=eDfjcJ7G
D’Décor launches new campaign ‘Beautiful Homes tell Beautiful Stories’

MUMBAI: D’Decor India’s leading home furnishings brand unveiled its new campaign - ‘Beautiful Homes tell Beautiful Stories’ with a series of short films featuring Gauri and Shahrukh Khan. The campaign celebrates 10 years of marquee association of country’s power couple with D’Décor. Touted as the...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/thailand.jpg?itok=CmMPOnGR
Tourism Authority of Thailand, Mumbai partners with Tripoto community to entice new age travelers in India

MUMBAI: After-witnessing favorable growth in Indian arrivals across segments, Tourism Authority of Thailand (TAT) has kept no stone unturned to reach out to its key target group, the millenials. In order to expand the destination’s reach through various digital platforms, TAT associated with...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/disha.jpg?itok=yRuKx9uv
Aurelia extends association with Disha Patani as its Brand Ambassador

MUMBAI: Disha Patani has extended her association with TCNS Clothing Co. Limited, the leading women’s branded apparel company in India, as the brand ambassador for its brand Aurelia. Disha will be associated with Aurelia for yet another year and would be featuring in the upcoming collections.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/clever.jpg?itok=zmeYW6ew
86% of users quit shopping apps after 4 weeks: new research from CleverTap

MUMBAI: CleverTap, the full-stack customer retention platform that helps consumer brands maximize customer lifetime value, today released the Industry Benchmarks for Ecommerce Apps.  For ecommerce brands, high customer acquisition costs (CACs) and price-sensitive buyers impact the overall customer...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/colgate.jpg?itok=baA3sz2r
Upgrade to whole-mouth-health with New Colgate Total toothpaste

MUMBAI: Colgate-Palmolive (India) Limited, the market leader in Oral Care, has launched its New Colgate Total toothpaste with an innovative formula offering multiple benefits to provide superior Oral Care to protect not just the teeth, but also tongue, cheeks and gums. Hence, the New Colgate Total...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/kfc.jpg?itok=xCFztlcW
Madame tussauds delhi unveils KFC’s zinger Aka ‘the original celebrity burger’

MUMBAI: In what is a historic first, Madame Tussauds, the world’s most famous wax attraction, welcomed the ‘Iconic Burger’ - Zinger at its location in Regal building in Connaught Place, New Delhi. Delighting burger-lovers since 1984 and loved in more than 120 countries, the Zinger is easily the...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/paytm.jpg?itok=bqfdrbd7
Paytm retains title sponsorship rights for BCCI's international & domestic seasons 2019-23

MUMBAI: The Board of Control for Cricket in India (BCCI) on Wednesday announced that One 97 Communications Pvt Ltd (Paytm) has retained the sponsorship rights for BCCI's international and domestic matches. The board revealed in a press release that the winning bid was at a price of Rs 326.8 crore...

MAM Media and Advertising Sponsorship
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/seven_1.jpg?itok=GW3EXSxY
Be the #Changemaker with SEVEN by MS Dhoni’s New Collection

MUMBAI: Let your wardrobe evolve this spring by investing in the exciting new styles designed for young and energetic millennials. Crafted for all young #Changemakers out there, the collection encompasses a wide range of running and training apparel as well as accessories for all sports enthusiasts...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/dan.jpg?itok=fwur8Oro
DAN Programmatic launches creative insights engine 'DAN Vision for Creative'

MUMBAI: DAN Programmatic, empowered by The Data Sciences Division of the Dentsu Aegis Network in India along with AMNET, the network’s programmatic arm has announced the launch of “DAN Vision for Creative”, a machine learning and neuroscience based engine that delivers path breaking insights into...

MAM Media and Advertising Digital Agencies

Sign up for our Newsletter

subscribe for latest stories