Lyra Leggings gets a new face in Parineeti Chopra

The ever bubbly and vivacious Parineeti Chopra has joined the club of celebrity endorsers of Lux Group, a conglomeration of diverse brand portfolio across multiple product segments, as the brand ambassador of Lyra. Lyra that today enjoys very high level of consumer awareness and consumer loyalty has successfully established itself as the largest legging brand in the women wear segment.

Positioned as legging for anytime anywhere, the manufacturers of Lyra, Ebell Fashion Pvt. Ltd, a Lux group company, has further plans of premiumisation and portfolio expansion and thus signing up with Parineeti Chopra facilitates targeting the current youth fraternity reflecting confidence, simplicity and the ability to think out of the box which synchronizes with the marketing intention of Lux Group.

Announcing the brand association, Mr. Udit Todi, Director, Ebell Fashion Private Ltd, said, “In a very short span of time the brand has helped us to strengthen our presence in the burgeoning women’s leggings category. We have also extended our brand portfolio to intimate wears like lingerie and loungewear for women. Lyra is slowly progressing and carving itself out as a lifestyle brand with the aim to expand into further categories beyond leggings with differentiated offerings in an endeavour to command the highest share in this market.”

 Lyra is the market leaders in the legging category with highest brand recall in the organized retail or online space. The legging business is growing by 50% a year and currently the brand commands a market share of 38% in the mid to premium segment.

Speaking on the occasion, Parineeti Chopra said, “I find Lyra leggings very comfortable and easy to wear. I can sport them anywhere and at all times. This product from Ebell Fashions is both trusted and known for delivering consistent quality and I am happy to be associated with them.”

Lyra leggings are available from Rs 250 onwards.

The roping in of Parineeti Chopra for Lyra would be supported by a 360 degree integrated communication. Apart from exploring all major Hindi GEC channels, a comprehensive communication campaign would be done through print medium, BTL initiatives and in-store activations.


Campaign summary:

Campaign elements: TVC, Print, outdoor, Digital, Cinema, social media

Creative Agency: Rediffusion

Photographer: K U Mohanan

Creative Director: Rahul Jauhari

Production House: ELEMENTS

Director: Vivek Daschaudhary

Producer:  Barkha Sawhney


 TVC details

Working title of film : MY LIFE MY LYRA

 Duration : 45 secs masters for digital and cinéma                         and 30 sec for TV

 Campaign breaks : 21st May 2017

 Exposure (media used) : TVC, Print, outdoor,                             Digital, Cinema, social media




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