Amul Macho shifts from "Yeh to bada toing hai" to "Bade Aaram Se"

Out go the orangutans, in comes Saif Ali Khan. In a bid to up the imagery and perception of the brand, and make it a leader in the category, Amul Macho has signed the Bollywood actor as its brand ambassador and released a new TVC with him in it. The communication also showcases the shift in the positioning from the brand's old line "Yeh tho bada 'toing' hai" to "Bade aaram se". Ogilvy & Mather has created the TVC. 

The new ad begins with Khan confronting a gang of criminals. However, he doesn't have to physically hit them to come out on top of the situation; the mere uttering of the words works. So with one man, Khan says, "I busted your eye" and the man gets punched in the face; with another, he says, "I broke your arm" and the man's arm dramatically falls off, but Khan corrects himself saying, "No, the other one", causing his opponent to lose the other one as well. After he gets rid of the last man, who goes sailing through the air and lands in a coffin after Khan says the words to that effect, the only one left is the moll, who instantly switches her affections to him. Khan then says, "Amul Macho. Bade Aaram Se."

Abhijit Avasthi, national creative director of Ogilvy & Mather India, said, "While every innerwear brand has a rugged, macho image, we wanted to give Amul Macho a nice, cool, fun persona. Saif is effortlessly charming, and he and the positioning of 'Bade aaram se' lend themselves easily to the Amul Macho guy, who can do anything effortlessly and comfortably."

A response from Sandeep Sakseria, executive director at Amul Macho, said, "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. The brand ambassador Saif Ali Khan has an upmarket image and hence should go well with our current objective. At the same time, we should not be compromising on the mass appeal of the brand. It is important that the current set of consumers feel connected with the brand. 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”. There is to be a conscious attempt to maintain continuity in the brand personality."

He also went on to say that changing the caption and idea from 'Yeh toh bada toing hai' to 'Bade aaram se' was a tough call but was needed. "In terms of ideation and plot, 'Bade aaram se' is different from 'Yeh toh bada toing hai', but if looked at the picture as a whole, it carries on from where previous campaign series had left. In 'Yeh toh bada toing hai', we wanted to communicate that the brand has something which sets it apart from others. It was like a direct reference to the 'differentiating quality'. Here we are showing how the "Amul Macho" guy handles difficult situations with surprising ease. So it is like putting that 'differentiating quality' of Amul Macho into real life scenarios," he explained.  

Watch the TVC

Credits

Agency: Ogilvy & Mather

National Creative Director: Abhijit Avasthi

Senior Creative Director: Anuraag Agnihotri

Creative Director: Ashish Naik

Copy Supervisor: Nasrullah Husami

Production House: Corcoise Films

Director:  Prasoon Pandey