Ogilvy bags creative mandate for Amul Macho

Ogilvy India has won the creative duties for innerwear brand, Amul Macho. The business was won without a pitch process and will be handled out of the agency's Mumbai office.

The incumbent agency, Saints & Warriors, has been handling the business since 2007.

The account size could not be ascertained.

The communication for Amul Macho has met with its fair share of controversies in the past few years, with its 'Crafted for Fantasies' positioning. The commercial, that showed a woman washing clothes, had ruffled quite a few feathers, with the Advertising Standards Council of India receiving complaints over the suggestive nature of the film.

It will be interesting to see what direction the brand chooses to take with its new creative partner. Avasthi says that work is already in course to design what will be a 360 degree campaign.

Amul Macho has a rather strong presence in the Eastern belt of the country, in states such as Bihar and Jharkhand, as well as Uttar Pradesh. It also is strong in North and West India and pockets in the South, such as Bengaluru, Andhra Pradesh and Tamil Nadu.