ITM Executive MBA, Batch 13B, Term 1, Subject: Marketing

Redesigning of Amul
Macho Innerwear
Advertisement.
By
Amit Gaikwad
Jayendra Salunke
Jeetendra Singh
Sandeep Shirsekar
Tushar Patil

Presentation Order
Meaning Of Advertisement with Definitions
Why do we need Advertising?

What the Advertiser Must Know?

Major Types Of Advertisement
Major Advertisement Media
Amul Macho & Company History
Visions & Promises of the Company
Details of the Amul Macho AD
Viewing the Amul Macho Advertisement

Presentation Order
Questionnaire & the results of it

Age-Gender wise responses

Marketing Brief of Redesigned Amul Macho Ad

Concept of New Amul Macho Advertisement

Bibliography

Meaning & Definition of Advertisement

According to Philip Kotler,
Advertising is any paid form of nonpersonal presentation &
promotion of ideas, goods, or services by an identified sponsor.

In simple words,
Advertising is a means of informing and communicating essential
information.

What the Advertiser Intends

Transmit the message of the ad to communicate

with the audience.

Audience must see the ad and pay attention to it

Understand
conveys.

and

comprehend

what

the

ad

Influence purchasing behavior of target audience.

Why do we need Advertising?

To help the customer become aware of the
product.
To attract the potential customer to the point of
sale.
To create demand by presenting a product in a
certain way.

To Stimulate repeat purchase of Products &

Services.

What the Advertiser must know?

What type of media carry it successfully & economically.
What type of message appeals to the audience.
Ways and means to capture the attention of the audience.
How the audience perceive and interpret it.
How to change the purchasers behavior in a way favorable
to the company.

The Five Ms of Advertising

Message

5
Ms

Mission

Money

Media

M
E
A
S
U
R
E
M
E
N
T

Major Types of Advertising

Product Oriented Advertising

Image Advertising
Advocacy Advertising
Public Service Advertising

Major Advertisement Media

Print Media
News Papers

Hoardings

Banners

Magazines

Direct Mail

Major Advertisement Media

Electronic Media
Television
Radio
Internet
Cinema Hall

Mobile

About Amul Macho

Amul Macho is the product name
of the Men's range of Amul
Innerwear products which is
manufactured by Kolkata based
J.G.Hosiery Pvt.Ltd.
Amul Macho is the third largest

innerwear brand in the country for

men after VIP and Jockey.
It enjoys the number one position in

States like Uttar Pradesh, Bihar and

Jharkhand since more than a decade.
It is also one of the leading hosiery
brands in western and certain parts of
northern India

jgg

J.G Hosiery Pvt. Ltd

Established in the year 1980, J G Hosiery Pvt. Ltd is one

of the oldest players in the organised innerwear market and

is popular under the name of Amul Innerwear.

The company was founded and is being managed by the

Seksaria family under the able leadership of its directors:
Mr Biswanath Seksaria, Mr.Shyam Sunder Seksaria, Mr.
Pankaj Seksaria, Mr. Sandeep Seksaria and Mr. Navin
Seksaria.
Back then in 1980, there was a good potential for the
organized players in a largely unorganized industry, hence
holding huge scope for branded players to provide good
quality products and best service.
Currently, the company has three manufacturing facilities
in Tirupur, Kolkata & Bangalore and plans to set up 3 more
units at Delhi, Kochi & Hyderabad in the next 2 months.

Visions & Promises

According to Seksaria, with the increase in production capacity

& further aggressiveness in brand building initiatives, we are

aiming to be the leading national innerwear brand by the year
2010.
We are also targeting a turnover of Rs. 300 crore for the
financial year 2008-09

Details of the Amul Macho AD

The Amul Macho CommercialCrafted for Fantasies first hit the
television screens in the first week of April 2007 for which Indian
model Sana Khan was roped in and the ad raised quite a few
eyebrows since then. It was created by Pushpinder
Singh owned Advertising Agency Saints & Warriors.

According to Seksaria, the sales of Amul Macho increased by 35%

immediately after the airing of the commercial which showed that the
feedback of the ad had been successful.
However, the Information & Broadcasting (I&B) Ministry prohibited
the transmission of the advertisement in the month of July 2007
because they considered it to be indecent, vulgar and suggestive.

Viewing the Amul Macho AD

Click
here

Questionnaire Results

Questions

YES

NO

Reply

Have you seen the Amul Macho Ad?

57

57

Is the message clear to you?

49

57

Did you like the ad?

Do you think the ad should be
changed?
Do you think it is fair to use seduction
in ad?

36

21

57

29

28

57

34

23

57

Age-Gender wise responses

Age

Male

Female

Like

Dislike

Like

Dislike

21 30

29

13

31 40

41 50

34

16

Up to 20

51 and
above
Total

Major Reasons of Liking & Disliking

Reasons for Disliking the Advertisement:
Cannot view the ad in front of/ with Family.
Expression of Lady is sexual/vulgar.
Does not make sense.
Does not convey any message

Reasons for Liking the Advertisement:

Something different from regular advertisement
Attention of the audience is catched
Expression & enactment by the girl is very good

Marketing Brief of Redesigned Amul Macho Ad

Objective:To make Amul Macho Underwear a top of the
mind brand
Target Segment:Lower/Middle Class Men
Age of 16 years and above
Message:Wearing Amul Macho Underwear man a Real
Man
Medium:Television Commercial

Concept of New Amul Macho Advertisement

A newly wed couple go for honeymoon

to Shimla.
Scene 1:
Wife is sitting on the bed in her
wedding dress.
Scene 2:
Husband enters the room

Concept of New Amul Macho Advertisement

Scene 3:
Focus shifts to the corner of the
room where clothes of the husband are
falling down one after another.
Scene 4:
Focus shifts to the wife where she is
now in an extreme upset mood. She
now shouts to her husband Tumhare
Paas Woh Nahi Hai Kya???

Concept of New Amul Macho Advertisement

Scene 5:
Wife goes out of the room
disappointed.
Scene 6:
Husband looks down totally
confused !!!

Concept of New Amul Macho Advertisement

Voiceover:Amul Macho Mardon Ki Pehchaan

THANK YOU

Bibliography
Marketing Management - Philip Kotler
Saints & Warriors Ltd Mr. Pushpinder Singh & Miss Divya
Agencyfaqs.com

Redesigning of Amul Macho Innerwear Advertisement