Kolkata-based JG Hosiery Pvt Ltd has launched a new TV campaign for its innerwear brand Amul Macho. The TVC has been created by Saints & Warriors Productions and directed by Boddhayan Mukherjee. Mumbai-based Saints & Warriors has been handling the creative duties of the Amul Macho brand for some time now.
The new film is a sequel to the previous TVC, which, it may be recalled, 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.
The new TVC features the same model, Sana Khan, and re-asserts the brand’s ‘Crafted for fantasies’ peg.
Elaborating on the company’s expansion plans, Pankaj Seksaria, Executive Director, JG Hosiery, said, “Currently, the company has production facilities at Tirupur and Kolkata. We are planning to set up another factory in Delhi and augment the capacities of the existing ones. The production capacity of the Kolkata factory, for example, will rise from 1.25 lakh pieces per day to 2 lakh pieces per day.”
Sandeep Seksaria, Executive Director, JG Hosiery, said, “We entered the innerwear market as we realised the potential for organised players in a largely unorganised industry. This provided a huge opportunity for branded players to provide good quality and stylish products. With the increase in production capacity and further aggressiveness in brand building initiatives, we are aiming to be the leading national innerwear brand by the year 2010.”
Amul Macho is the third largest innerwear brand in the country. It enjoys the number one position in States like Uttar Pradesh, Bihar and Jharkhand. It is also one of the leading hosiery brands in western and certain parts of northern India. It entered Bengal and north-eastern markets in 2007. Recently, the company also tapped the markets of southern India. The company has a widespread distribution network with 15 branch offices throughout India.
Amul Macho turns to fantasy for new TVC