Lux Cozi Partners with Sourav Ganguly to Unveil the 'Secret' in New TVC

Lux Cozi Partners with Sourav Ganguly to Unveil the 'Secret' in New TVC

Kolkata, September 25, 2024: Vista Communications, a leading 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 the celebrated 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 August 19, 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.

Jaya Sankar, Chief Creative Director at Vista Communications, 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, Mr. Surendra Bajaj, Vice President - Marketing, Lux Industries Ltd., states 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, established in 2000, has built a reputation for producing a diverse range of films including TVCs, corporate videos, documentaries, and short films. With over 250 projects completed for esteemed 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, the firm continues to push creative boundaries.

Sankar, who has a storied career in film and advertising, has been pivotal in creating unconventional and impactful content. His previous work includes directing a series of films for the National e-Governance initiative and the highly acclaimed Bengali feature film "Tor Naam," which has garnered significant attention and viewership.Looking ahead, Vista Communications is set to embark on new projects, including a suspense thriller based on medical evidence and factual research, promising to continue its tradition of creative storytelling. For more information, please visit Vista Communications' website.

Looking ahead, Vista Communications is set to embark on new projects, including a suspense thriller based on medical evidence and factual research, promising to continue its tradition of creative storytelling. For more information, please visit Vista Communications' website.

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