This document discusses advertisements for Amul Macho, an Indian innerwear brand. It provides context that Amul Macho is the third largest innerwear brand in India with a widespread distribution network. It then analyzes three different Amul Macho advertisements. The first ad was controversial due to its sexual expression but increased sales 35%. The second ad had a role reversal theme to be more decent. The third ad repositioned the brand and hired Saif Ali Khan as its brand ambassador to establish Amul Macho as the leader in its category.

1. BY:
RESHU
AGARWAL

2. MEANING OF ADVERTISEMENT
• Advertising is any paid form of non personal
presentation and promotion of ideas, goods or
services by an identified sponsor.
- Philip Kotler
• In general words- Advertising is a means of
informing and communicating essential
information.

3. INTRODUCTION
• Amul Macho is the third largest innerwear brand in the
country.
• It is also one of the leading hosiery brands in western and
certain parts of northern(UP, Bihar and Jharkhand) India.
• It entered Bengal and north-eastern markets in 2007.
• Recently, the company also tapped the markets of southern
India.
• The company has a widespread distribution network with 15
branch offices throughout India.

4. ADVERTISEMENT 1
Reasons of like
Company:- I&B ministry prohibited
the transmission of the ad
Customer:-
• Can not view the ad in front of/
with family.
• Expression of the lady is vulgar
and sexual.
• Does not make sense
• Does not convey message
Reasons for dislike
Company:- sales increased by
35% immediately
Customer:-
• Something different from
regular advertisement.
• Attention of the audience
is catched.
• Expression and enactment
of the lady is very good.

5. ADVERTISEMENT 2
• After all controversies, the aim was to be
decent.
• The new ad brings twist in the typical role of
men and women.
• It is Funny.
• Tagline is retained.
• Customer perception:- not a premium brand

6. ADVERTISEMENT 3
• Ogilvy & Mather.
• Brand Ambassador- Saif Ali khan
• Repositioning from "Yeh tho bada 'toing' hai"
to "Bade aaram se”.
• The brand personality is of a man who is “macho in his acts,
little flirtatious in his behavior and carries a good sense of
humour”

7. CONCLUSION
The objective of the new campaign for Amul
Macho is to take the brand to the next level in
terms of imagery and perception and establish
its position as the leader in the category.

8. THANK YOU
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