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<ul><li>The use of water is extensive during multiple stages of textile manufacturing, right from the raw material stage of filtering and sorting to processing, colouring and washing. </li><li> The advertisement, featuring popular Bollywood actor <keyword id="383666" type="General" weightage="20" keywordseo="varun-dhawan" source="Orion">Varun Dhawan</keyword>, also the brand ambassador, has been created to engage with customers in a playful manner while hitting the nail on the head with right messaging.</li></ul>Lux Industries Limited has launched an initiative to spread awareness on the scarcity of freshwater and the need to conserve this depleting resource. An ad campaign featuring Bollywood actor Varun Dhawan and brand ambassador for <keyword id="116156" type="General" weightage="100" keywordseo="lux-cozi" source="Orion">Lux Cozi</keyword> was launched last week and has created a buzz on social media platforms with a trending hashtag - #SunoTohApneDeshKi. The use of water is extensive during multiple stages of textile manufacturing, right from the raw material stage of filtering and sorting to processing, colouring and washing. As a responsible corporate brand, Lux Cozi has introduced a new technology within their manufacturing which saves 3 lakh liters of water every day. The implementation of this technology has helped the brand reduce water wastage during manufacturing, thereby taking a step closer towards a friendly, healthy environment. These ethical measures have been taken to supplement the brand’s message ‘Suno Toh Apne Desh Ki’, to save water and hence, save society. In a country that contributes to 16% of the overall world population, but only has 4% of the needed water resources, awareness of this issue is the need of the hour. The advertisement, featuring popular Bollywood actor Varun Dhawan, also the brand ambassador, has been created to engage with customers in a playful manner while hitting the nail on the head with the powerful messaging. The ad video along with the associated hashtag #SunoTohApneDeshKi has been doing the rounds on all social media platforms and has caught the attention of media and customers. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Commenting on this campaign, Executive Director, Udit Todi said, "Since the textile industry has a big wastage of water, we are keen on upgrading our technologies to have a better approach towards a sustainable environment as a company and will always try to have a better approach towards building a better society around us." “It has been our forever objective to develop a sustainable system around our manufacturing unit to make it more efficient towards a better future of not only the organization but the entire ecosystem around the business and it's our focus to cultivate a culture of environmental responsibility for everyone in the Lux Cozi family.”, added Saket Todi, Executive Director, Lux Industries. Lux Industries has been manufacturing more than 100 products across 14 major brands comprising a complete range of innerwear and outerwear for men, women, and children. The product is made from 100% cotton, ensuring superior comfort. The use of the best and finest cotton in Lux Cozi delivers durability with strong stitches. This provides breathability and freshness, making Cozi a preferred brand. The Company introduced innovative scented vests to fight rising summer heat; the refreshing scented vest emerged as a landmark men’s innerwear product. Continuous product quality enhancement along with uncompromised quality at a pocket friendly price is the main USP of the brand. Lux Cozi focused on ‘Suno Toh Apne Dil Ki’ and urged wearers to listen to their heart, strengthening its tagline around ‘People’s Brand’.

Lux Cozi's latest campaign featuring Varun Dhawan urges the audience to save water

The Republican Party Just Dumped A Whole Bunch Of Their Dirt On Hillary Clinton 

<ul><li>Shah Rukh Khan topped the report in 2019 and <keyword id="6354832" type="UNKNOWN" weightage="20" keywordseo="ms-dhoni">MS Dhoni</keyword> was at No. 1 in 2020.</li><li>As per IIHB’s report, Dream11 was the most spontaneously recalled brand in this year’s survey.</li></ul>Versatile actor <keyword id="106133" type="PERSON" weightage="20" keywordseo="Ranveer-Singh">Ranveer Singh</keyword> versus Captain Cool MS Dhoni? Well, both seem to have done equally well in the annual IPL ad recall research of the Indian Institute of Human Brands (IIHB) conducted ten days after the start of the League this year. The research polled 879 respondents in the age-group of 18-35 years (M=481, F=398) across India. The interviews were conducted telephonically. Dream11 was the most spontaneously recalled brand in this year’s survey, which possibly also helped enhance both the brand equity and recall of MS Dhoni who anchored the 12-ad series for the brand as its ambassador and protagonist. Jio Fiber, with multiple IPL teams featured with an effervescent Ranveer Singh gyrating with a sing-song brand message, came in second on recall in the research, also helping the celebrity endorser to considerably strengthen his personal recall. Byju’s was the most spontaneously recalled brand on the IPL last year; though its celebrity endorser Shah Rukh Khan trailed behind other celebrities. Virat Kohli, as expected, did well on recall too, and came third in the recall rankings. Salman Khan did surprisingly well in this year’s survey and came in at No. 4, ahead of Rishabh Pant, Rahul Dravid, Varun Dhawan, Alia Bhatt and Saurav Ganguly who followed in that sequence. Ajay Devgn, Sachin Tendulkar, Shikhar Dhawan, Shah Rukh Khan, Boman Irani, Kareena Kapoor, Ranbir Kapoor, Katrina Kaif, Ayushmann Khurrana and Akshay Kumar, on the other hand, had very few mentions and scored very poorly on respondent recall. There were sporadic mentions of Virender Sehwag and Priyanka Chopra too. In the last survey conducted in October 2020, MS Dhoni had the highest spontaneous recall as a celebrity endorser. Virat Kohli was a not-so-close second. Akshay Kumar was at rank 3; Ayushmann Khurrana at rank 4. “MS Dhoni and Ranveer Singh had a disproportionate share of visibility and recall in the IPL research we just conducted. This was in sync with the ultra-high recall of the brands they respectively endorse”, said Dr. Sandeep Goyal, Chief Mentor of IIHB. “It is interesting nevertheless to note that brands without celebrities like Phone Pe, Byju’s and others too have done well wherever media investments are heavy”. IIHB team used its proprietorial CELEBAR tool based on Celebrity Brand Association &amp; Recognition to assign a metric score to each celebrity and associated brand. The tool takes into account: <ul><li>Spontaneous recall of the brand</li><li>Spontaneous recall of the celebrity</li><li>Association between brand &amp; celebrity together </li><li>Recency of communication </li><li>Media weight behind campaign</li><li>Solus versus multiple brands using the celebrity</li></ul>MS Dhoni had a CELEBAR score of 87, up from 82 at the last IPL. His spontaneous recall was an unusually high 82%. His association with Dream 11 was also very constant at 79% from the last edition. He got 9% association with IPL/Star TV, 8% brand association with Indigo Paints, 6% with Orient Fans for Orient Fans and Livfast Solar. 2% recall came from SunFeast Yippee. So, most of Dhoni’s brand goodness got hijacked by Dream 11, much like last year. If Dhoni had only been endorsing Dream 11, his CELEBAR score would have been near 100, given his strong association with that one brand, to almost the relative exclusion of the other brands he endorses. Ranveer achieved a CELEBAR score of 86, empirically almost equal to that of MS Dhoni. But his association was more democratically spread with Jio Fiber at 56%, JD mart at 48%, My11 Circle at 22% and Bingo at 18%. Names of some other brands were mentioned by respondents but these were filtered out as they were not part of the IPL broadcast. Both MS Dhoni and Ranveer gained massively also on account of their main brands spending disproportionately large amounts of media monies which made them exponentially more visible than other competing celebrities. Virat Kohli trailed far behind the Top 2. His score of 45 on CELEBAR is mostly derived by his 94% association with MRF tyres. Bluestar is in low single digits on association. Salman Khan at a CELEBAR of 38, owes 82% recall to Rajshree elaichi and the balance to Pepsi. Rishabh Pant climbed up interestingly to No. 5 on the strength of his JSW appearances. Varun Dhawan had 76% of his recall from Lux Cozi and much lower from Frooti. Alia owed most of her recall also to Frooti with scattered mentions of Dark Fantasy. Interestingly, the IPL seems to be running no/few ads with Amitabh Bachchan, Akshay Kumar, Deepika Padukone, Ranbir Kapoor, and even with cricketers Rohit Sharma or KL Rahul or Hardik Pandya, or the media weightages behind those ads were too insignificant to be noticed by viewers. The Cred ad for Rahul Dravid was spontaneously recalled by 17% respondents but only 2% remembered Jackie Shroff and only 1% mentioned Kumar Sanu for the same brand. Mutual Funds (AMFI) ads had 22% recall but most respondents got the protagonists mixed up, with the most attributing the messaging to Dhoni and Kohli. Dream 11’s association with multiple cricketers was mentioned by many respondents but most were not sure if they remembered current creatives. Only the connect with MS Dhoni was unambiguous. Despite heavy media weights, Vimal elaichi ad featuring Ajay Devgn and Shah Rukh Khan had only an 8% recall. Netmeds with Kareena Kapoor and Renuka Shahane had a good 9% recall. Priyanka Chopra’s Appy Fizz and Katrina’s Slice were almost not recalled. Hema Malini managed 3% recall on Kent RO. Randhir Kapoor’s Asian Paints managed 4% while Kareena Kapoor’s and Pankaj Tripathi’s Berger creatives both got below 1%. Ayushmann was remembered by less than 1% in Urban Company. Gajaraj Rao was mentioned in less than 1% for Voltas. Unacademy featuring Sunil Gavaskar and Harsha Bhogle too scored poorly at 2%. Gamezy featuring KL Rahul got less than 1% recall. On the ads without celebrities, the most remembered were Phone Pe (32%), Byju’s (31%), Vivo (22%), One Plus (21%), Groww (20%), Upstox (20%), Kia (19%), MPL (18%), Bisleri (11%), PharmEasy (11%), Thums Up(9%), Coca Cola (6%), Renault Kiger (6%), Tata Safari (6%), Skoda (3%), Ajio (3%), Dark Fantasy (2%), LikedIn (2%), Raymond (2%) and Tuborg (1%). As more gets added to the broadcast as the IPL progresses, both standings of celebrities and recall of brands may change.

Ranveer Singh and MS Dhoni are the most recalled brand ambassadors this IPL: IIHB Report

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Lux Cozi's latest campaign featuring Varun Dhawan urges the audience to save water

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The Republican Party Just Dumped A Whole Bunch Of Their Dirt On Hillary Clinton

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Ranveer Singh and MS Dhoni are the most recalled brand ambassadors this IPL: IIHB Report

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