Amul, the Kolkata-based innerwear company, has introduced a provocative new TVC for its premium men’s innerwear line Amul Macho, with the tagline ‘Crafted for fantasies’. Amul had recently signed on Mumbai-based agency Saints and Warriors to develop a fresh communication strategy for all its brands.
In a category that abounds with acts of machismo and chivalry, the new Amul TVC is probably the only ad for male underwear that does not feature a male at all. On the contrary, according to agency sources, it is based on a simple insight that it is every man’s fantasy to be part of a woman’s fantasy.
The film opens on with a coy newlywed village ‘bahu’ who is coming to the ‘ghat’ to do the laundry, with the other surrounding women gearing up to bully her. The girl, gauging their intentions, decides to be brazen and boldly brings out her husband’s underwear from the lot. The women are taken aback by its sheer size and they retreat to a corner. She further continues to make suggestive movements while washing the underwear, knowing that the women are watching her, and absolutely enjoying the act and the onlookers’ discomfort.
It has been understood that the same theme will be carried forward to other media like print and outdoors.