Amul Macho’s new image

After the controversial TV commercial that was banned, men’s innerwear brand Amul Macho has

reinvented its image and perception with a new commercial campaign featuring Bollywood actor Saif Ali Khan. Khan has been signed up to endorse the brand. The new commercial attempts a shift in the brand positioning, from being “a fantasy” to macho appeal that’s effortless. The previous strap line “Yeh to bada toing hai” has been replaced with “Bade Araam Se”. The agency behind the new commercial is Ogilvy & Mather India.

Sandeep Sakseria, Executive Director, Amul Macho, says the objective of the new campaign is for Amul Macho to take the brand to the next level in terms of imagery and perception. The point is to establish its position as the leader in the category. Brand ambassador Saif Ali Khan has an upmarket image and hence, should go well with the objective. At the same time, they are not compromising on the mass appeal of the brand. It is important that the current set of consumers feel connected with the brand. The brand personality is of a man who is `macho in his acts, little flirtatious in his behavior and has a good sense of humor’. There has to be a conscious attempt to maintain continuity in the brand personality.

Abhijit Avasthi, National Creative Director of O&M India, feels, while every innerwear brand has a rugged, macho image, Amul Macho now has a nice, cool, fun persona. Saif is effortlessly charming, and the positioning of `Bade aaram se’ lends themselve easily to the Amul Macho guy, who can do anything effortlessly and comfortably.