Amul Macho’s new campaign features Vicky Kaushal and Rashmika Mandanna, says ‘it’s centred around a young and confident woman’

A new creative advertisement is rolled out by Amul Macho featuring Rashmika Mandanna and Vicky Kaushal, the brand says it’s trying to change the conversation around men’s garment adds and made it more women centric.

Amul macho, Clothing and accessories brand rolled out a new add campaign featuring Rashmika Mandanna and Vicky Kaushal to promote the launch of Macho Sporto. The creative front is conceptualized by creative agency Leo Burnett and promoted by media agency Madison Media Omega.

The TVC series features Rashmika Mandanna as a yoga instructor while Vicky is seen as a student, Mandanna happens to see glimpse of Vicky’s Macho Sporto waistband while he is performing several yoga poses, and as happens in most of the male undergarment advertisements, she is immediately taken by him and attempts to have another look at his waist. The same idea that many other brands have already employed is served to audience with different actors.

To put some substance in the choice, Navinn Seksaria, MD of JG Hosiery, parent company of Macho Sporto said, “We are reviving our iconic campaign, ‘Yeh Toh Bada Toing Hai’, with a modern and trendier avatar of our brand, Macho Sporto. Although we are advertising men’s underwear, the campaign is centred around a young and confident woman who is empowered enough to gaze at a man she feels attracted to.

Breaking patriarchal stereotypes, the campaign intends to highlight how today’s women don’t hesitate in making the first move. What better than a male underwear brand to convey this message and begin a fresh conversation.”

 

Rajdeepak Das, CEO and chief creative officer – South Asia, Leo Burnett commented, “Typically innerwear brands portray conventional male dominant imagery, but our films depict a role reversal where we normalise and make the woman in control.

This is probably the first time where a men’s wear brand is showing a woman taking the lead. The films are light hearted and have the brand’s signature tongue-in-cheek humour with Vicky and Rashmika playing their onscreen roles perfectly.”

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