J G Hosiery scouts for creative agency for upcoming innerwear range

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | September 20, 2011
The company is looking for an agency for a yet-to-be-launched range of men's undergarments in the premium category. The process is underway in Bengaluru.

Maker of popular innerwear brand Amul Macho, J G Hosiery, is currently scouting for a creative partner for a new range of men's undergarments.

This new range of men's undergarments falls within the premium segment, and is slated to be launched in the market in a few months' time.

The company spokesperson has confirmed the news to afaqs!.

The pitch process is currently underway in Bengaluru. However, the names of the participating ad agencies could not be ascertained at the time of filing this report.

It may be noted that afaqs! was assured by the company spokesperson that the creative mandate for the existing innerwear brand from the company Amul Macho, continues to stay with Ogilvy India. The agency bagged the duties for Amul Macho in October, 2010. Prior to Ogilvy, the mandate for the brand was with Saints & Warriors.

A couple of years back, Amul Macho was in the news for an ad campaign created by Saints & Warriors. The campaign, which carried the tagline 'Crafted for Fantasies', and the jingle 'Yeh to bada toing hai', caught a fair amount of limelight owing to its sexual underpinnings. In fact, the Advertising Standards Councils of India (ASCI) had even received a complaint about the campaign on grounds of indecency, but the authorities did not uphold the same as the ad was deemed "not obscene."

J G Hosiery was established in 1980, and is currently managed by the Seksaria family.

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