MUMBAU: Lux has yet again created a buzz in the innerwear category by signing on Bollywood star Varun Dhawan, the heartthrob of Young India, as its new brand ambassador for Lux Cozi.

Lux Industries is known for its innovative and customer-demand driven product offerings, manufacturing more than 100 products across 12 major brands.

Lux Industries senior vice-president - operations and strategy Saket Todi said, “With fresh zeal and perspective, Lux has a structured plan of reaching out to the youth fraternity focusing on ideas in sync with the brand attributes. Lux Cozi is one of the most popular and the largest market share holder in the economy to the mid-segment of men’s innerwear.."

On signing on Varun, Todi elaborated, “Over the years, Varun has carved a niche in the minds of the film buffs and critics alike. His style and fashion sense makes him endearing to all sections of the audience cutting across age groups, especially the youth."

Lux senior VP Udit Todi said, “A significant section of young audience connects with Varun and we believe will work in favour with our strategy to reach out to the youth of this country.”

Dhawan said, “I really liked the vibe of the ad campaign when I met with the creative team.”