Shraddha Kapoor celebrates the balance of ambition and emotion with Pynk
Lux Industries
has announced its foray into
women's wear
with the launch of
Pynk
—a brand that reflects the dynamic rhythm of today's woman.
Pynk has celebrated the art of balance—between work and play, strength and softness,
ambition and emotion
. To this effect, the brand has launched a new TVC and taken on board actor
Shraddha Kapoor
as the brand ambassador and launched a 360-degree campaign titled Work. Pynk. Play. which has been created by Rediffusion Brand Solutions and directed by Abhishek Varman.
A future-forward brand that moves ahead of the curve, just like the women it celebrates. Today's woman juggles ambition, emotion, and responsibility with effortless grace. Kapoor takes one step towards her dreams and another towards her loved ones — always moving, always balancing.
Through the lens of Kapoor, the brand ambassador, our narrative reflects the everyday strength and elegance of Indian women. Pynk is
Lux Cozi
's tribute to their journey, their resilience, and their pride, wanting every woman to look at Pynk and say, 'That's me.'
The film tells the story of a young woman torn between two paths — her passion for dance and her mother's dream of a successful corporate career. Instead of choosing one, she decides to pursue both. By day, she excels at work; by night, she embraces her love for dance.
It is a celebration of
modern women
who do not compromise — they create their own path, balancing ambition and emotion with grace. It is a tribute to every woman who takes one step toward her dreams and another toward the ones she loves. That's the spirit of Pynk, the company stated in a press note.
Ashok Kumar Todi, chairman, Lux Industries, stated, 'The launch of Pynk marks a significant milestone in our growth journey - bringing our trusted legacy into the fast-growing women's wear category. With Pynk, we aim to establish a powerful new vertical within the Lux Cozi portfolio. It reflects our strategic intent to build meaningful brands for a new India.'
Saket Todi, executive director, Lux Industries said 'With Pynk, we are building more than just another product line, it is an ultimate mix of core and fashion, which makes our product range a benchmark in the industry. Backed by our five-decade legacy in hosiery and deep market insights, we see Pynk as a strategic growth engine that will help us unlock new consumer segments and drive INR 800 crore in revenue over the next five years.'
Kapoor on her association with Lux Cozi Pynk, 'I am thrilled to be a part of the Lux Cozi Pynk journey. Whether I am heading to a shoot or just spending time with myself or my friends, I want to feel good about what I wear—and that is what Pynk is all about.'
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