Lux Industries, a leading name in Indian hosiery for over five decades, has expanded into the women’s wear segment with the launch of its new brand, Pynk. To support the launch, Lux unveiled a 360-degree campaign titled “Work. Pynk. Play.”, conceptualised by Rediffusion Brand Solutions and directed by Abhishek Varman.
Actress Shraddha Kapoor joins as the brand ambassador, representing the confident, modern Indian woman who balances career, passion, and personal life. The campaign’s core narrative celebrates this spirit through a short film portraying a young woman choosing to embrace both her mother’s dream of a corporate career and her own love for dance – symbolising the duality and strength of today’s women.
Ashok Kumar Todi, Chairman, Lux Industries, said the launch of Pynk reflects the company’s commitment to evolving with consumer aspirations, while Saket Todi, Executive Director, added that the brand aims to reach ₹800 crore in revenue over five years, offering 100 product varieties soon.
Shraddha Kapoor described Pynk as “comfort that moves with you, style that speaks for you,” praising its blend of ease and edge.
Pynk will invest ₹27 crore in marketing, appearing across 1,600 cinema screens, TV, digital, outdoor, and through 600 social media influencers. Products are priced between ₹500 and ₹999.
With its fashion-forward yet functional designs, Pynk seeks to become a symbol of confidence and comfort for India’s women, honouring their strength, style, and everyday choices.
