Pynk is the New Power: How Lux Cozi is Reinventing Innerwear for the Modern Indian Woman

For a brand long synonymous with male comfortwear, Lux Cozi’s foray into the women’s wear market with Pynk is less of a pivot and more of a power play. And the strategy? Bold. Emotional. Future-ready.

With Shraddha Kapoor as the face of Pynk, the campaign titled “Work. Pynk. Play.” is not just an ad—it’s a narrative about the Indian woman’s evolution. Shot by filmmaker Abhishek Varman and crafted by Rediffusion Brand Solutions, the launch campaign paints a vibrant picture of a woman balancing corporate life and creative expression without compromise.

Why it works:Lux isn’t just selling leggings and loungewear. It’s selling self-belief stitched in style. Their strategy leans on emotional storytelling rooted in a mother-daughter dynamic, reflecting how personal comfort is tied to cultural growth. Shraddha plays a dual-role archetype—a working woman who also dances to her own rhythm. Literally.

The marketing muscle: With a ₹27 crore investment, 600+ influencers, and 1600 movie screens onboard, Pynk is using every media touchpoint to scream brand refresh. From airports to Instagram, this is omnichannel done right.

And that’s not all. The price point (₹500–₹999) hits the sweet spot—affordable fashion that feels premium. Pynk is Lux Cozi’s Rs.800 crore bet to dominate a segment where comfort and chic co-exist. They’re blending their legacy in hosiery with a modern design language meant to resonate with aspirational Indian women.