Lux Industries helps Jacqueline Fernandez rekindle memories

Lux Industries has rolled out a campaign ‘yeh nahi toh kuch nahi’ (If not this then nothing) featuring actor Jacqueline Fernandez to promote its Lux Cozi range.  

Conceptualised by Yellow Beetle Films, the film opens with Fernandez in a bedroom, organising her partner's clothes in the closet. While doing so, she comes across his vest and begins thinking about him. We then see her grooving and dancing with her partner's vest until the doorbell rings. She gives a sly smile and walks over to the door. 

Ashok Kumar Todi, chairman, Lux Industries, said, “This is the first time, a men’s hosiery brand has engaged with a women celebrity for promoting its products. As an innovative and consumer-driven brand, we have always tried to meet consumer demand by choosing our main protagonists based on their connection and pull with our target consumers. This time too, it’s no exception. We hope this will take the brand to newer heights and create a deeper connection with its discerning consumers.”

Saket Todi, executive director, Lux Industries, said “As a brand, we are known for our innovation in the industry and this time, we wanted to break the old-fashioned gender stereotype through the campaign and highlight how today’s women don’t hesitate in making the first move. Typically, innerwear brands portray conventional male-dominant imagery, but our film depicts a role reversal where we normalise and make the woman lead. This is probably the first time where a men’s innerwear brand is showing a woman in lead. Our objective is to build a stronger connection with the consumers, and we are certain that this campaign will grab the eyeballs of the general mass.”

Deven Munjal, Yellow Beetle Films, said, “While we wanted the ad to be personal and playful in accordance with the story, the biggest challenge was creating a clutter-breaking campaign with Jacqueline being featured in the men's innerwear category. Many women in our country shop for innerwear for the men in their households and that inspired us to build in the narrative & write the story. The pairing with Jacqueline at the helm is ideal and we had a great time creating and writing this. We anticipate that everyone will enjoy watching the TVC as much as enjoyed making it.”

CREDITS: 

Client: Lux Industries

Agency: Yellow Beetle Films  

Director: Gauri Shinde