Ad Campaigns
Macho Sporto launches ‘Yeh Toh Bada Toing Hai 2.0’ TVC
Mumbai: Amul Macho turned gender stereotypes on its head way back in 2007 when the brand launched the daring “Yeh Toh Bada Toing Hai” TVC for Amul 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 and a new campaign along similar lines.
Conceptualised by creative agency Leo Burnett and promoted by media agency Madison Media Omega, the Macho Sporto campaign films consist of three films featuring actors Rashmika Mandanna and Vicky Kaushal.
The film portrays Mandanna playing a yoga instructor and Vicky Kaushal as one of her students, depicting different humorous scenarios during their yoga sessions. The brand attempts to playfully legitimise the female gaze.
“Through this campaign, we wanted to address and break regressive old-fashioned gender stereotypes,” said Leo Burnett CEO and chief creative officer for South Asia Rajdeepak Das. “Typically innerwear brands portray conventional male-dominant imagery, but our films depict a role reversal where we normalise and make the woman in control. This is probably the first time where a men’s wear brand is showing a woman taking the lead.”
“We are reviving our iconic campaign ‘Yeh Toh Bada Toing Hai’ with a modern and trendier avatar of 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,” said JG Hosiery (parent company of Macho Sporto) MD Navinn Seksaria. “Breaking patriarchal stereotypes, the campaign intends to highlight how today’s women don’t hesitate in making the first move.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
