Lux Cozi has introduced its latest campaign to promote Cozi Micro Modal, a new addition to its premium innerwear range, featuring brand ambassador Varun Dhawan. The campaign focuses on highlighting the fabric’s comfort-driven attributes through a candid and engaging storytelling format.
Built around behind-the-scenes moments from a shoot, the campaign adopts a relaxed and unscripted tone to showcase the product in a natural setting. This approach allows the brand to demonstrate key features of the fabric-softness, stretchability, breathability, lightweight feel and superior fit-in a more relatable manner. The messaging is anchored by the line, “Pehenne mein mazza aayega,” reinforcing the idea of everyday comfort.
Cozi Micro Modal is positioned as a next-generation fabric, designed to meet evolving consumer expectations for innerwear that combines performance with comfort. The launch reflects Lux Cozi’s broader strategy of introducing globally benchmarked materials to the Indian market while maintaining its focus on quality and innovation.
Ashok Kumar Todi, chairman of Lux Industries, noted that the brand continues to evolve with changing consumer preferences while staying rooted in its core values. Saket Todi, executive director, added that the new fabric represents a step forward in delivering enhanced comfort and strengthening the brand’s connection with younger audiences.
The campaign has been rolled out across digital and social media platforms, aiming to increase awareness and engagement among modern consumers. By leveraging Varun Dhawan’s energetic and relatable persona, Lux Cozi seeks to position Micro Modal as a go-to choice for everyday innerwear comfort.
