MUMBAI: Kolkata-based innerwear brand Lux has roped in Amitabh Bachchan as the brand ambassador for Lux Venus.

To connect the brand message ‘Yeh andar ki baat hai’ with the brand ambassador, Soho Square, Mumbai, conceptualised an extensive campaign featuring Bachchan in a witty character.

The TVC focusses on Bachchan telling the audience what it takes to make it big in life, in an intriguing and entertaining manner.

Lux Industries Chairman Ashok Todi says, “Similar to Mr. Bachchan’s popularity as an actor, Lux Venus is liked by people of all demographics. Its appeal synergises with Mr. Bachchan’s personality. We hope to reach a wider market pan India with this endorsement.”

Soho Square, Mumbai ECD and Creative Head Anuraag Khandelwal adds, “Advertising in the briefs and vests segment has always been about machismo and physique. Our goal was to break the category format and present Mr. Bachchan in a humorous as well as a memorable avatar. With Mr. Bachchan portraying a common man in a common setting, this TVC will strike a chord with the masses all over the country.”

Lux Industries managing director Pradip Todi believes that the strategic move will help the brand grow and sustain its leadership position.

The campaign is being taken forward across a mix of media which includes television, online, print, digital and out-of-home.