Macho Sporto has rolled out a campaign to showcase its range of thermal wear. Conceptualised by Leo Burnett, the film brings back actors Rashmika Mandanna and Vicky Kaushal, to showcase the existence of the female gaze.
The film begins with Mandanna at a cold place with a middle-aged couple. When the woman starts to feel cold, Mandanna takes off her jacket and gives it to her. Just then, Kaushal enters the room with his jacket on. Mandanna pretends to be cold, and the couple looks at her with surprise. This gets Kaushal to lend her his jacket. When he gives her the jacket, she takes it, but doesn’t wear it and goes ahead to tease him, by saying ‘Ab kat jaayegi’ (now I'll bear the cold). The film ends with the ‘yeh toh bada toing hai’ (this is a big toing) jingle.
Ninad Umargekar, chief marketing strategist, JG Hosiery, said, "The thermal product is never about attraction, especially since it’s never visible to the public gaze, always staying underneath as a shield. But that itself prompted the idea of making it visible to the public gaze using Rashmika’s witty and naughty ways to work her charm on Vicky. Differentiating with its characteristic narrative of female gaze, Macho-Sporto is bound to grab attention in a category where most brands seek to communicate product efficacy."
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