Innerwear manufacturer Lux Industries, which offers a complete range of innerwear for men, women and children across 12 brands, has roped in veteran Bollywood actor Amitabh Bachchan as brand ambassador for LUX Venus and LUX Cott’swool. The endorsement fee for the actor is said to be in the range of Rs. 6-10 cr, according to industry estimates. The Kolkata-headquartered company will launch Bachchan as its ambassador through an extensive campaign from February 2018 to be launched across a mix of media like television, online, print and out-of-home media. The campaign has been planned by Soho Square India’s Anuraag Khandelwal. The agency bagged a portion of the Indian underwear company’s account following a multi-agency pitch, which started in March this year.

The hoardings with Amitabh Bachchan sporting products from Venus and Cott’swool, will be up in major metros followed by aggressive print advertisement. The electronic campaign featuring the actor will be released across major news channels, movie and music channels.”These brands are liked by people of all demographics, similar to Bachchan’s iconic legacy as an actor. The brand appeal synergizes with his personality. With this association, we hope to reach a wider market pan India,” said Ashok Todi, Chairman of Lux Industries. Lux Group account is worth Rs. 100 cr, according to an executive aware of the development.

Actor Varun Dhawan, roped in early this year, continues to be the brand ambassador for LUX Cozi and Indian actress Parineeti Chopra for Lyra leggings for women. “The company’s decision to go for celebrity endorsement for Venus and Cott’swool was strategic,” said an analyst tracking the company and the hosiery segment. Post GST, the Rs. 25,000 cr hosiery industry will get 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 spend, he explained.

“Presently, competitors in this price sensitive category do not have a celebrity to endorse their brands. We expect to capitalise on our ‘first mover advantage’ initiative. Venus hopes to clock a 10-11 per cent growth in FY 2018-19 – a category which has been stagnant over the last few years,” said Saket Todi, Senior Vice President, Lux Industries. LUX Venus brand contributed Rs. 280 cr to Lux Industries’ total turnover of Rs. 972 cr in FY 2016-17.