By Our Staff
Macho Sporto, the men’s innerwear brand, has launched a new TVC featuring actors Vicky Kaushal and Rashmika Mandanna. Conceptualised by Leo Burnett and promoted by media agency Madison Media Omega; the Macho Sporto campaign films consist of three films.
Said Navinn Seksaria, MD of JG Hosiery, parent company of Macho Sporto: “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.”
Speaking about the campaign Rajdeepak Das, CEO & Chief Creative Officer – South Asia, Leo Burnett added: “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 normalize 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.”
Kalyan Jewellers has announced the appointment of Rashmika Mandanna as its brand ambassador for the South, representing Kalyan’s lifestyle segment.