Tuesday, May 01, 2007

Under Ki Baat 2

Some time back I had posted a blog about how careless and tasteless people are when it comes to their undergarments. In case you haven’t read it yet, here’s a quick link Under Ki Baat. I’d like to show you a comment I got on that blog.

Manish said...
bang on...i handle an under garment client ... any thots on how we can make the men and women more conscious about their under ke brands:-)

I had no answer to his question then. I had just gone out and raised an issue to which I had no solution at all. But recently I came across an ad on TV that set me thinking. It was bold, it was quite wild, the brand wasn’t a very popular one but after the Ad I am pretty sure it’s being talked about by a lot of people. In fact, the other day a colleague of mine had sent me a link to the worst Ads poll by NDTV. To my surprise this undergarment brand’s Ad was one of them. When quizzed about it, the public reacted or rather acted out in genuine horror and labeled the Ad vulgar. Come on people, this is the land of the Kamasutra. What’s the harm in talking about a little sex? The Ad in question here is ‘Amul Macho’. The tagline says ‘crafted for fantasies’. If you haven’t had a chance to feast your eyes on this latest 30 second thriller, then here’s a gist of what it’s all about. This interesting post has been written by a true fan of the Ad TVC Hots & Nots.

Personally I think this is one of the most interesting ads that I’ve seen till date. Maybe it’s corny, but it does its job. I am sure that if you’ve seen it once, you’ll never forget it or the brand ever. That anyways is besides the point that I am trying to make here. I am not here to talk about what makes effective advertising. I am not here to tell you what works for a brand. I am here to tell you that it’s about time someone raised the standards when it comes to undergarments. Undergarments are just as important as any other piece of cloth on your body. Thus, I believe that a good label on an undergarment is essential. That’s exactly what this Ad does for me. The way I read the message in this ad, undergarments are a major turn on for the opposite sex. Hence it is utterly important that you choose them as carefully as you would choose your jeans.

We’ve come a long way from the days when our forefathers used torn off pieces of cloth to make ‘langotis’. We live in a world were there is no dearth of fashionable and chic undergarment labels. Even so we undertake that once in a year or twice in a year trip to a wholesale market like Tirpur to buy undergarments in bulk. Why? Why do people still think it’s a crime to spend a couple of extra bucks on a good brand of underwear? What’s with this whole mentality?

The ‘Amul Macho’ Ad has finally spoken up and stirred up a storm. Its high time more undergarment brands started doing a bit of bold advertising.

After pondering Manish’s question for some time, I had closely scrutinized several undergarment TVC’s. The segment is still very much in the low involvement purchase category. In actuality it has to be high involvement. I think Ads like ‘Amul Macho’ (of course this ad is not for the metro male), and in the recent past, VIP (where a flimsy pantie flys off to join a VIP Frenchie on the clothes line) and Hanez (Tagless comfort) are good examples of how we can raise the standards in this category.

Taking a poke at people, black humour, sexual humour and hints, even downright nastiness are things that I really think can work for this category. We need to use bolder means to create awareness in this segment. Yesterday was all about being macho, today is all about being sexy and desired. A self aware male or female would always dress sexy outside and inside. So, I say we’ve got to make people self aware about their sexuality. That’s how I think we can make people more conscious and careful about the choice of their under ke brands.

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