Amul Macho has launched a campaign for its brand Macho Sporto, by bringing back its iconic ‘yeh toh bada toing hai’ idea to the brand’s films. Conceptualised by Leo Burnett, The TVC series features actors Rashmika Mandanna and Vicky Kaushal and takes a closer look at the female gaze.
In the films, Mandanna plays a young yoga instructor, while Kaushal is one of her students. The ads show different scenarios during their yoga sessions, where Mandanna happens to catch a glimpse of Vicky’s Macho Sporto waistband and in an attempt to get another look, has him reaching high shelves and holding longer poses. Kaushal understands her trick, but plays along every time.
Navinn Seksaria, MD of JG Hosiery, 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, said, “Through our campaign Yeh toh bada Toing Hai 2.0 - we wanted to address and break regressive old fashioned gender stereotypes. 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 brands signature tongue-in-cheek humour with Vicky and Rashmika playing their onscreen roles perfectly.”
Brand: J.G. Hosiery - Macho Sporto
Navinn Seksaria – managing director
Ninad Umargekar – head of marketing
Sweta Jhunjhunwala – senior general manager (media and marketing)
Sanjit S Kumar – strategy manager
Creative Agency – Leo Burnett
Dheeraj Sinha – CEO and chief strategy officer - South Asia
Raj Deepak Das – CEO and chief creative officer - South Asia