Macroman is the latest brand to become the voice of the liberated youth who don’t want to be judged for everything they do or don’t do. With its new TVC starring Bollywood heartthrob Ranbir Kapoor, Macroman advocates its new philosophy - Live Open.
The premium innerwear brand from the house of Rupa & Co is second only to Jockey in India. Speaking about the choice of the brand ambassador and the new philosophy, Paritosh Srivastava, COO, Publicis Ambience, said, “We wanted to change the complete trajectory of the brand.” Publicis Ambience conceptualised the campaign for Macroman and Macrowoman. Unlike the other celebrity brand ambassadors for innerwear brands, “Ranbir brings with him a certain credibility and style which no one else brings,” said Srivastava. “We wanted to give a purpose and voice to the brand and especially in these times when everyone has become very judgemental, intolerant and has a point of view on what others do or don’t do. We wanted to come up with a philosophy which is a rallying cry for the youth - Live Open,” he said.
In the past, TVCs for Macroman have played on the macho aspect of the brand. Last year, the brand ambassador for Macroman was actor Hrithik Roshan. He was seen saving a girl from a gang of goons, dodging balls and sweating it out at the gym.
Rupa & Co consistently signs on Bollywood actors as brand ambassadors. In April, Euro Fashion Inners, a premium innerwear brand, released a TVC featuring brand ambassador, Sidharth Malhotra. Ranveer Kapoor is the current face of Frontline. This strategy of signing on big names has worked for Rupa & Co, says Vikash Agarwal, President & Brand Director, Macroman & Macrowoman, explaining these associations.
Even though the campaign is for both Macroman and Macrowoman, the brand has not signed a female celebrity brand ambassador for the Macrowoman brand.
Speaking about the lack of a female brand ambassador, Agarwal said, “The men’s segment is still the larger segment for us.” Srivastava said that when Macrowoman reaches a critical mass, the brand will consider having an ambassador then. Agarwal added that it is easier to build the brand in the men’s segment rather than the women’s segment.
The total market size of the innerwear category currently stands at Rs. 20,000 crore and is expected to grow at a CAGR of 13 per cent over the next five to six years to surpass the Rs. 50,000 crore mark by 2023.
Agarwal shared that the contribution of online sales is negligible in this category and hopes that in the next three to four years, 10 per cent of the sales should come from the digital medium.