|
|
|
|
|
An arresting ad campaign has given this innerwear brand sudden attention. Clever advertising from clever innerwear companies is not a novelty in India. In fact, it's hard to think of the category's advertising in anything other than witty terms. Call this the VIP effect. To catch attention in such a low-involvement high-embarrassment market, the brand started doing outrageous things. VIP, in effect, has been setting the rules for underwear marketing (at least the part aimed at men). Rule-makers tend to rule markets. So what Hanes has achieved is worth a major pat on the back. What has it done? It has broken through the clutter on television and plonked itself neatly into consumer mindspace. Or at least the mindspace of a particular psychographic profile---the fellow who 'gets it', has an easy chuckle and is willing to check out a new brand. What masterful advertising device did Hanes use? A pair of scissors. More precisely, a pair of scissors in the hands of a young just-married man, right next to his marital bed, on his wedding night---as he appears to fumble around in the vague region of his crotch. His wife's face, as you can well imagine, is a face to watch.... ... as the young man snips his way to evident relief. 'No scratchy labels' says the tagline, announcing Hanes label-free underwear for men.
|
|
Issue Contents Write to us Subscription Syndication INDIA TODAY |
INDIA TODAY PLUS © Living Media India Ltd |
 |
