Leo Burnett bags Macho’s creative business

Leo Burnett India has won the creative mandate for homegrown innerwear brand Macho. The account was won following a multi-agency pitch and will be handled by the agency’s New Delhi office. Leo Burnett is tasked with taking the brand’s creative and communications strategy forward.

Navinn Seksaria, director, JG Hosiery said, “Brand Macho stands for comfortable, flexible, yet stylish innerwear options. Over the past few years, Macho has become the preferred choice of brands for the youth. Our goal is to drive this positioning further and we were looking for a partner who would help us realise this ambition. We found that our vision aligned perfectly with Leo Burnett’s strategic and creative approach and are looking forward to working together.”

Added Dheeraj Sinha, CEO and chief strategy officer – South Asia, Leo Burnett, said “Macho has been top-of-mind of Indian consumers with popular campaigns in the past. The opportunity for the brand is to plug itself into the changing discourse of the time without losing its edge. Our approach to building Macho is to plug into the changing man-woman discourse in India, yet do so in the quintessential Macho way – that’s tongue-in-cheek. We look forward to building this brand and business.”

Samir Gangahar, president, North, Leo Burnett India, said, “Macho has always been way ahead of the curve when it comes to communications in the category. We are delighted to be their partner in setting new benchmarks and making the brand stronger in both the minds of the consumer and in the market.”