Ogilvy bags Amul Macho’s creative mandate

MUMBAI: The brand Amul Macho has shifted its creative loyalties to Ogilvy India.

Confirming this to Indiantelevision.com, Ogilvy India national creative director Abhijit Avasthi said he will be in charge of the creative account.
 
The account size, however, could not be ascertained.

The advertising agency ‘Saints & Warriors’ was previously associated with The Amul Macho brand, since the year 2007.
 
The ads previously had drawn flak for being raunchy, vulgar and portraying women in a poor light. They violated Rule 7 (8) of the Advertising Code prescribed under the Cable Television Networks (Regulation) Act, 1995 as they were provocative and crude.

The tag line at that time was ‘Amul Macho-Crafted for fantasies.’ The advertisements had been targeting the raw, rural, macho man and not the metro sexual, new-age male.
 
In an interview earlier with a leading national daily, Pushpinder Singh, the chairman of ‘Saints & Warriors’, had justified the advertisements by highlighting ‘a 104 per cent year-on-year growth for Amul Macho when the ads released and a 54 per cent growth for the entire portfolio of Amul Innerwear.’