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Tag: Lux Inferno

  • Big B launches campaign for Lux Inferno ahead of winter

    Big B launches campaign for Lux Inferno ahead of winter

    MUMBAI: LUX Industries manufactures more than 300 products across 14 brands under its belt, such as Lux Venus, GenX, Lux Cozi, ONN, Lyra, Cott’swool, Inferno etc.  

    Now the company has announced its new range of Lux Inferno thermal wear collection. With winter just around the corner, keeping in mind the seasonal demand, Lux has reintroduced the brand Lux Inferno, endorsed by Bollywood legend, Amitabh Bachchan, in an all new avatar in the advertisement, where he takes selfies with the Eskimos.

    Lux Industries is offering its customers with the entire range of Lux Inferno, crafted with double layer knit and warmth retaining fabric which soothes one’s body. The range is available for men, women and kids at an attractive price point. The body warmer comes in dark grey shade in long round neck top, as well as soft thermal trousers. Lux Inferno comes prepared with the body warmer designed as an undershirt and under pant. Lux Inferno provides an amazing and soft experience without any itching or irritation and as well as coming in various sizes from 75 – 100 for the customers.

    Lux Industries senior vice president Udit Todi says, “Lux Inferno has earned the trust of the consumers over the years. Besides providing comfort from the chilly winters in North, West and Eastern India, it has a definite style factor which has been liked by all. We have worked on the material and made it more soft and light which makes it easy to wear undershirt or trousers. The thermal wear range from Lux Industries contributed 10 per cent last year to our overall sales and we foresee a lot of potential in this market segment this year as well.”

    Lux Industries senior vice president Saket Todi adds, “Continuing the brand promise of comfort, style, quality and affordability we are confident that the entire winter wear range of Lux Inferno will strike a chord with our target audience and satisfy the consumers on these parameters. We are proud that a legendary actor and personality like Mr. Amitabh Bachchan has agreed to endorse our products. This association will help us make further inroads in tier II and tier III towns which are a part of our strategy to maintain steady growth.”

    The price range of men uppers and lowers starts from Rs 273, the range for women starts from Rs 255 and that for kids Rs 90 onwards. Besides retailers, the new range of Lux Inferno will be available on e-commerce platforms such as amazon.in and flipkart.com

  • Life OK to showcase Mallika’s Magic

    Life OK to showcase Mallika’s Magic

    MUMBAI: The countdown to Life OK’s much anticipated show The Bachelorette India has begun. Starting 7 October, every Monday to Friday from 9.30 pm to 10.30 pm, all eyes will be on Mallika Sherawat as she hunts for the perfect mate from among 30 eligible bachelors, who will pull out all stops to win the sexy siren’s heart… and hand.

    People will either hate it or love it believes Ajit Thakur

    “You will either hate it or love it,” says Life OK general manager Ajit Thakur about the non-fiction show.

    Scheduled to run for five weeks with 28 hours of total content, 40 to 50 per cent of shooting has already been canned in the City of Lakes. Produced by SOL Productions with Lux Inferno and Ghadi Detergent as co-presenting sponsors, the show is in keeping with Life OK’s promise to add an Indian flavour to the much awaited reality series. As for Mallika, she is a magnet for publicity, whatever she does.

    But why make the show a week day property? “This kind of content is universal in nature. If you view from a concept perspective, on other GECs, a week day concept is all about soaps and the emotional content is very high. So love is the corner stone for everything that happens on a GEC from Monday to Friday. Considering this fact, we thought this was the best time,” says Life OK marketing head Pratik Seal.

    Marketing-wise, several activities have been planned. Digitally speaking, Life OK has organised a ‘live tweeter outdoor’ at Delhi University North Campus, where people can come and tweet their wishes to Mallika. “It’s a mood meter. Mallika’s mood changes on how you tweet. For example, if you criticise, she becomes grumpy; if you praise her, she is all happy. This activity is still on and students there are enjoying it,” explains Seal. Special tabs, games and apps, and video leaks on YouTube have been built into the digital activity.

    Secondly, throughout the five weeks, Life OK will have a video diary, also known as a regular video blog, on YouTube that will be updated regularly.

    Thirdly, there will be a live tweeter hastens during the show, where people can tweet about their favourite moments.

    Fourthly, Life OK has undertaken on-ground activations in over 38 cities. Add to that, colleges in UP, Delhi and Gujarat will celebrate Rose Day as a prelude to the show. A Google hangout with the lady on 7 October is also in the pipeline.

    Fourthly, Life OK has undertaken on-ground activations in over 38 cities. Add to that, colleges in UP, Delhi and Gujarat will celebrate Rose Day as a prelude to the show. A Google hangout with the lady on 7 October is also in the pipeline.

    Radio and television activations have been undertaken on a huge scale and TV promos of the show have received a good response.

    Speaking about hoardings, Seal says: “We did Phase I and Phase II of the campaign. The first phase was about selling the concept of war while the second phase was about showcasing love.”

    There will be people coming, who want a break from Hindi GECs, says a confident Pratik Seal

    Of the entire show budget, the channel is learnt to have spent around eight to ten per cent on marketing the upcoming show.

    Will the show grab enough eye balls in the face of such stiff competition? “Our attempt was to reach out beyond the GEC audience. We want to target more youth, more men, and more family as a unit; that has been our objective. If we manage to do that, half of our job is done. So there will be people coming, who want a break from Hindi GECs, to see what new biryani is cooking,” says Seal confidently.

    But comparisons with NDTV Imagine’s Swayamvar are inevitable and the industry isn’t too gung-ho about Life OK’s experiment with a similar format. “We’ve already seen enough of Rahul Mahajan, Rakhi Sawant and Ratan Rajput’s Swayamvar. What new is the show going to add? Just by changing the face of the person does not mean that the show is going to catch the attention of the viewers,” says a director.

    “Forget the daily soaps on other GECs. I think Bigg Boss is going to be the show’s biggest competitor. I am watching Bigg Boss since three weeks and I am already glued to it. I would not like to switch to any other channel for that one hour,” says an industry professional.