Mumbai: Vista Communications, a production house renowned for its innovative and high-impact campaigns, has launched a groundbreaking satirical TV commercial (TVC) for Lux Cozi. This latest ad campaign, featuring Sourav Ganguly, humorously suggests that intelligence can be enhanced simply by wearing Lux Cozi innerwear. The creative concept and execution of this campaign were expertly handled by Vista Communications, with chief creative director Jaya Sankar at the helm.
In the highly competitive innerwear market, where brands often rely on conventional messaging to highlight comfort and quality, Vista Communications took a daringly unique approach. The new Lux Cozi TVC stands out by placing Ganguly in an extravagant zamindar bungalow, where he performs a whimsical act involving a newspaper. The commercial opens with a suspenseful scene where Ganguly’s character instructs his servant to repeatedly tear the newspaper and later piece it back together. The punchline, delivered with a knowing smile, reveals the real “secret” to enhanced intellect: wearing Lux Cozi.
The Lux Cozi TVC, which premiered on 19 August 2024, has quickly become a sensation, with viewers praising its clever narrative and engaging execution. The ad has been featured across major Bengali news channels including ABP Ananda, TV9, and Zee 24 Ghanta.
Vista Communications chief creative director Jaya Sankar shared his insights on the project: “Our objective was to develop a memorable and engaging television commercial that not only stood out but also resonated deeply with viewers. Collaborating with Sourav Ganguly was a truly rewarding experience. His natural charisma and insightful understanding of our concept greatly contributed to the campaign's success. We employed an unconventional approach in our TVC, which enhances audience recall and ultimately reduces the required media spend. However, we faced the challenge of differentiating Lux Cozi in a market where there are no distinct unique selling propositions compared to competitors. By crafting a satirical narrative, we aimed to highlight that Lux Cozi is not just about comfort but also represents a smart and informed choice for consumers.”
Further, voicing his opinion about this new TVC, Lux Industries Ltd VP - marketing Surendra Bajaj stated that, “Our goal was to engage our audience through an unconventional approach, we wanted an completely disruptive idea with touch of humor. We have approached Vista Communications for this out-of-the-box solutions and I must say they have really presented a great piece of thought. The final production not only resonates well with our target audience but also positions Lux Cozi as a thought leader. Further, I must thank Dada for showing his great acting skill and making this TVC a great success.”
Vista Communications, founded in 2000, has established itself by producing various films, including TVCs, corporate videos, documentaries, and short films. The firm has completed over 250 projects for clients such as Super Shakti TMT, Siscon, P4 Water Tank & Bath Fittings, Tata Motors, UNICEF, Anmol Biscuit, SREI Finance, Wai Wai Noodles, No Broker, Me-n-Moms, and Lux Cozi.
Sankar, known for his work in film and advertising, has played a key role in producing impactful content. His notable projects include directing films for the national e-governance initiative and the popular Bengali feature film ‘Tor Naam’.
Looking forward, Vista Communications plans to undertake new projects, including a suspense thriller based on medical evidence and factual research, continuing its commitment to storytelling.
