Lux ropes in mega star Amitabh Bachan for two brands

Kolkata-based innerwear maker Lux , which offers complete range of innerwear for men, women and children across 12 brands, has roped in Amitabh Bachchan as the brand ambassador for Lux Venus and Lux Cott'swool. The company will launch Bachchan as the ambassador through an extensive campaign from February 2018.

Ashok Todi, Chairman of Lux Industries says these brands are liked by people of all demography, similar to Bachchan's iconic legacy as an actor. The brand appeal synergizes with his personality. Actor Varun Dhawan, was roped in early this year, and continues to be the brand ambassador for LUX Cozi and Parineeti Chopra is the face of for Lyra leggings for women.

Post GST, the Rs 25,000-crore hosiery industry has becomer more organised. Since the new tax levy is expected to create a level playing field between organised and unorganised players, listed hosiery majors such as Lux, Dollar and Rupa will have to compete harder in this segment. The players have chalked out initiatives to get noticed with their premium and mass offerings.

They also intend to spend lavishly on new campaigns and brand ambassadors, assigning up to 10 per cent of their top-line behind ad spends, he explained. Saket Todi, Sr VP , Lux Industries says at present competitors in this price sensitive category do not have a celebrity to endorse their brands. The company expects to capitalise on the 'first mover advantage' initiative. Lux Venus hopes to register 10-11 per cent growth in FY 2018-19 a category which has been stagnant over the last few years.