MUMBAI: Lux Cozi is all set to reiterate its position within the youth with its second TVC starring Varun Dhawan. With this film, the brand takes a step forward to increase its exposure and strengthen its connection with the masses.

In the new TVC, conceptualised by Soho Square and shot in Budapest, Varun exemplifies the proposition of comfortable playfulness. He does so by flaunting the innerwear through smooth, effortless moves. His adrenaline-filled chase and carefree antics are complemented with upbeat music.

Lux Industries chairman Ashok Todi says, “Besides being talented and versatile, Varun has a stature and appeal that resonates well with Lux Cozi’s philosophy of ‘Suno toh apne dil ki’. The response to Varun’s association with the brand has been phenomenal – the TVC crossed 1.5 million views in just four days.”

For the second leg of the campaign with Varun, the agency had to carve a niche in the minds of the audience and the challenge was to resonate with their temperament, while seamlessly incorporating Varun’s style and fashion sense.

Soho Square Mumbai ECD and creative head Anuraag Khandelwal mentions, “Most Indian celebrities shy away from showing themselves in the actual underwear. But Varun was absolutely comfortable and confident in doing so. This helped us make a better connection with today’s youth that is comfortable in their own skin. We also found that Varun embodies the characteristics that we want the brand to stand for. And with this TVC, we were able to marry all of them in an emotionally engaging, fresh and surprising manner.”