Bollywood hunk John Abraham and the vivacious Genelia D'Souza were in Kolkata recently to talk about their upcoming action-thriller, Force. The movie has been produced by Vipul Shah and is being presented by Fox Star Studios. The lead pair also showcased Gen X Style Inners, the premium range of gym vests from the house of Lux Industries. Commenting on the brand's association with the movie, Ashok Todi, Chairman of Lux Industries, said, "Gen X Style Inners believes in inner strength and uniqueness. The storyline of the film, Force, and the identity of our brand complement each other to the core. Nothing could have been a better platform for our maiden in-film association in Bollywood than a film like this."

Gen X Style Inners caters to men who have a sense of individuality, taste for the best, charisma, power and the drive to excel. The Gen X consumer's character is mirrored in John's role as ACP Yashwardhan who is a no nonsense goal-oriented cop. The product line offered by Gen X believes in its tagline: 'When your only competition is you'. This is reflected in the quality of product, the styles, comfort and the attitude of the brand when it is featured in Force.

Said John, "It's been a great partnership with Lux Gen X. Hats off to the team for their hard work and making this association fruitful. It would be fantastic to work with them in future. I would also like to thank them for being such gracious hosts and having us here." Also present at the event were Pradip Todi, Managing Director of Lux Industries Limited, Nishikant Kamat, Director of Force and Vivek Krishnani, Head of Distribution and Marketing, Fox Star Studios. The movie will hit theaters on September 30.