Lux Industries Limited has announced Hrithik Roshan as the new brand ambassador for its premium innerwear and thermal wear label ONN, as the company focuses on expanding its presence in India’s growing premium apparel segment.
Hrithik Roshan joins Lux Industries Limited as the brand ambassador of ONN premium innerwear range
The association is part of the company’s broader effort to strengthen ONN’s identity as a contemporary lifestyle-focused brand and deepen its connection with young consumers in urban centers as well as emerging markets. Based around comfort, performance and style, the label is being actively expanded as part of Lux Industries’ premium category strategy.
Announcing the collaboration, Chairman Ashok Todi said the partnership reflects the company’s long-term intention to create aspirational values around the brand. “ONN represents our vision of providing contemporary designs, superior comfort and aspirational style to the new generation consumers. Hrithik Roshan’s dynamic personality, discipline and enduring appeal perfectly aligns with the brand’s values. We believe this collaboration will further strengthen ONN’s position in the premium wear segment.”
Executive Director Saket Todi said the collaboration is expected to help the brand expand its reach among consumers who are looking for performance-oriented innerwear that is in line with changing lifestyle expectations. He added, “ONN has continuously evolved to reflect consumers’ changing preferences in comfort, design and lifestyle. Hrithik Roshan’s strong connect with the youth of India and his icon of fitness and style make him an ideal partner as we expand the brand’s presence across markets.”
Sharing his thoughts on the partnership, Hrithik Roshan said that he connects with the brand’s approach to comfort and contemporary design. “Comfort and confidence are the foundations of personal style. ONN’s focus on quality, innovation and contemporary design aligns with my own lifestyle philosophy. I’m delighted to partner with a brand that understands the needs of today’s consumers.”
As part of the collaboration, the actor will appear in a multi-platform campaign spanning television, digital media, retail locations and outdoor promotions. The campaign strategy and creative communication was developed by Rediffusion Brand Solutions Pvt. Ltd. Ltd. has partnered with Lux Industries to strengthen ONN’s visibility in the premium category.
