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Ogilvy India pockets Amul Macho biz

06-October-2010
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Ogilvy India pockets Amul Macho biz

It is learnt that Kolkata -based Amul Innerwear has changed in its creative agency and has assigned the business to Ogilvy India. Saints & Warriors was the incumbent agency.

No official confirmation was forthcoming at the time of filing the report, however, industry officials close to the development have confirmed the movement. It was not known whether there was any pitch process involved neither could the ad spends be ascertained. However, as per prior media reports, the ad spend on the business is estimated at Rs 8-9 crore.

It may be recalled that incumbent agency Saints & Warriors had introduced provocative TVCs in 2007 for the premium men’s innerwear line Amul Macho with the tagline ‘Crafted for fantasies’. The TVCs had received a lot of media attention after the Consumer Complaints Cell of the Advertising Standards Councils of India had turned down a complaint regarding the ad being obscene and vulgar. A sequel film was hit the screens the following year in 2008, reasserting the brand’s ‘Crafted for fantasies’ peg.

Amul Macho continues to be strong in the Bihar, Uttar Pradesh and Jharkhand markets. It also has a considerable presence in North India, West India and markets such as Bangalore, Andhra Pradesh and Tamil Nadu in the South.

So the question is whether Ogilvy India will have a new insight for the brand or retain the ‘toing’ factor. That’s a wait and watch.

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