Crafted a new campaign that playfully legitimises the female gaze
What exactly is popular south actress Rashmika Mandanna doing in a campaign for a leading men’s underwear brand endorsed by Vicky Kaushal?
Monday, 27th September 2021, Mumbai – Macho turned gender stereotypes on its head, way back in 2007 when they launched the daring “yeh toh bada toing hai” TVC forl Macho underwear by focusing on female desire. With the jingle achieving cult status, the brand is back over a decade later with the launch of Macho Sporto; with a commitment to legitimise the female gaze. The TVC series features leading south actress Rashmika Mandanna and A-List Bollywood star Vicky Kaushal. The casting of a leading actress like Rashmika in an ad for a menswear product is another departure from the norm.
Conceptualised by creative agency Leo Burnett and promoted by media agency Madison Media Omega; the Macho Sporto campaign films consist of 3 films, which work as a series, taking up a very bold and progressive topic like the female gaze.
Navinn Seksaria, MD of JG Hosiery, parent company of Macho Sporto says, “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.”
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