MAM
×

'Undie Love' makes a bigger impression for

An underwear ad with a difference... because for once there are no males or for that matter females strutting their stuff with just an eensie weensie bit more than the bare necessities. Also, no females going gaga over a guy just because he is sporting "a particular" underwear. A far cry from the cliché's is what the new television commercial (TVC) of the 'big' impression creator - Maxwell Industries' VIP Frenchie X - can be described. It's all about UND(y)I(ng) love this time round. And this one promises to make a BIGGER impression?

The TVC, padded with stylised set creations backed with slick animation and a hummable score, drives home the point of a panty being attracted to the VIP Frenchie X. This campaign, the brainchild of Ogilvy & Mather, Mumbai, demonstrates the brand's attitude effectively sans the use of models.

The TVC begins with a panty, which is drying on a clothesline suddenly swaying away with the wind. It moves across buildings, careens close to a man reading a newspaper and then deciding against going any closer, moves away from him still not finding its final destination. Finally the perseverance of the panty in its quest to find the perfect match pays off. It goes and plonks itself beside a VIP Frenchie X that was drying on a clothesline of another house. After settling beside it, the panty coyly shifts closer and the rest as they say is history...

The first phase of the Frenchie X print and outdoor campaign was launched a few months ago and it took no time become "infamous" as it aroused a controversy in Mumbai after which the ads were promptly changed backed by smart execution. Radio ads were also rolled out with the doctor, the obsessed nurse and the object of her sponge fantasies - patient Aditya with (obviously) the VIP Frenchie X! Poor guy, one wonders if he survived the innumerable sponge baths!!! Jokes apart, this was a tipping point to a media blitz that is being carried forward by this new ad.

O&M vice president Meenakshi Bhalla explains the strategy, "Consumers choose brands that catapult them into the 'arrived' bracket. The consumer's insecurity is precisely where he is most vulnerable and it is at this point that the Frenchie X brand has gained entry and acceptance, establishing itself as a first among equals."

Says O&M senior creative director Sagar Mahabaleshwarkar and creator of this TVC, "Today's youth know what they want. They have a point of view on most things with no inhibitions in expressing this view. Coupled with the need to be assertive, there is a distinct need to gain prominence - the 'I' syndrome. With or without models, the Frenchie X tagline - 'Makes a big impression,' meets the emerging needs of the singular, style driven youth of today."

In a chat with indiantelevision.com, Bhalla and Mahabaleshwarkar concur on the fact that while men have definitely liked this ad because it instills a sense of pride and power in them; women, terming the ad as 'cute', have also taken a liking to it.

Speaking about the new communication, Maxwell Industries Ltd president Satish Samant says, "The collections are designed keeping in view the values and attitudes that consumers identify with today. The brand proposition of winning attitude and upmanship is collectively communicated through the X factor that defines the man of today who is cool, spirited, fresh and yet sharp and intense."

Going behind in time to the conceptualisation of the ad, the agency and client felt that the increased exposure to international fashion and culture has created a more evolved Indian consumer, who demonstrates a need for international acceptance demanding products that can easily compare with a global market, in style, design and quality. And that's exactly where Frenchie X comes in.

Moreover, the Indian consumer is today far more sensitive to the labels he sports, even on his undergarments. The men's innerwear market, pegged at Rs 25 billion with the premium segment estimated at Rs 6 billion, is expected to grow at the rate of 12 - 15 per cent annually.

What with the new TVC rolling out, the company would surely be looking at retaining its present consumers as well as attracting newer ones... specially young men who are itching to make an impression. And a BIG one at that!

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/sonali.jpg?itok=ZbsxoKuj
Essence hires Sonali Malaviya as VP - client partner

Essence, a data-driven global agency and a part of GroupM, has announced the appointment of Sonali Malaviya as the vice president - client partner. She will be reporting to Anand Chakravarthy, managing director, Essence India and will lead the Google relationship, based in the Gurgaon office.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/dentsu_0.jpg?itok=ZFEgXajc
Bridge Music Academy launches the racist keyboard

MUMBAI: Earlier last month, Bridge Music Academy has launched the racist cover campaign aimed at educating children about racism and its effects. Conceptualised by Dentsu Webchutney, the campaign is supported by Culture Fox and Roland.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/home_0.jpg?itok=0bXP_ZC8
QuikrHomes releases consumer sentiments report for 2018

MUMBAI: Leading digital real estate business QuikrHomes has released a comprehensive report that captures consumer sentiments for the year 2018. The report was conceptualised to understand consumer sentiments post regulatory changes in the real estate and what it means to the industry in 2018. 

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/delna.jpg?itok=BTR_1g7D
Law & Kenneth Saatchi & Saatchi appoints Delna Sethna as CCO

MUMBAI: Law & Kenneth Saatchi & Saatchi, Publicis Communications’ full-service creative agency, has named Delna Sethna as its chief creative officer across all its businesses. Prior to this, Sethna was leading some key global businesses such as P&G brands and Mondelez.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/digital_advertising.jpg?itok=4digFr02
2018 will be a year of video campaigns: WATConsult's Rajiv Dhingra

MUMBAI: If you see an advertisement on a website or your app, you are a well defined consumer of digital advertising. Thet ads on the website you visit are primarily revenue source for internet companies.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/22/pickel_1.jpg?itok=b5_hpALu
Mother's Recipe undertakes initiative for war heroes

MUMBAI: India’s homegrown pickle brand Mother’s Recipe initiated a new campaign called, tribute to our motherland to salute the supreme sacrifice and selflessness of our brave men in uniform. Under this initiative, the company will contribute Rs 3 from the sale of every special edition Mothers...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/22/India.jpg?itok=-GJOwCdN
Is India ready for the impact of AI on marketing?

MUMBAI: From self-driving cars to voice assistants Siri and Alexa, artificial intelligence (AI) is expeditiously becoming popular. While one may think of AI only as intelligent robots or technology, it encompasses everything from Google’s search algorithm to e-commerce to geo-target and...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/22/kumar.jpg?itok=0Z79MabV
Kajaria Ceramics touches patriotism with Akshay Kumar

MUMBAI: Kajaria Ceramics has launched another new ad campaign with its official brand ambassador and Bollywood actor Akshay Kumar. The company recently launched a TVC for its bathware solutions brand KEROVIT with Anushka Sharma.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/22/somar.jpg?itok=IA5Yawi1
Duroflex launches sleep marathon with Milind Soman

MUMBAI: We are living in the time of the gig culture where staying up all night to meet project deadlines is celebrated. However, long term effects of lack of sleep are hardly discussed. Keeping this in mind, Happy mcgarrybowen, the creative agency from Dentsu Aegis Network, has conceptualised the...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories