Lux Industries Limited has renewed its partnership with actor Varun Dhawan for the men’s innerwear brand, Lux Cozi, extending his role as brand ambassador until 2030. Dhawan originally joined Lux Cozi in February 2017, meaning that by the end of this new agreement, he will have been associated with the brand for over 13 years.
Lux Cozi is a leading player in the men’s innerwear market in India, boasting a presence in over 500,000 retail outlets across the country. The brand is part of Lux Industries Limited, which is headquartered in Kolkata and produces a wide range of products across various categories for men, women, and children.
The extension of this partnership aligns with Lux Cozi’s strategy to connect with younger consumers, a focus that has guided its advertising since Dhawan first came on board. He has been the face of the brand in multiple advertising campaigns across print, television, and digital platforms, a move that reflects Lux Cozi’s aim for consistent messaging while striving for growth in the market.
Varun Dhawan, who debuted in acting in 2012, has starred in numerous successful films and series. His recent works include the Amazon Prime Video series “Citadel: Honey Bunny” and the feature film “Border 2.” His ongoing relationship with Lux Cozi complements his active career in both film and digital media.
Overall, Varun Dhawan’s role as the brand ambassador for Lux Cozi will continue until 2030, strengthening the brand’s presence in the innerwear industry.
