In her new book, Stark Raving Ad: A Giddy Guide To Indian Ads You Love (Or Hate), author Ritu Singh regales us with some of the most iconic ad stories that have played a significant role in each of our lives; regardless of whether we loved or hated them. Here is an exclusive extract from the book, which captures the story behind one such widely popular ad.
If underwear ads are to be believed, the key to being Superman (that guy who’s so proud of his chaddi, he wears it over his pants) is stepping out in branded undergarments, preferably the one your favourite Bollywood star claims to wear.
An underwear ad typically opens with a woman walking down a deserted street, late at night. A group of goons spots her. They make catcalls; she looks worried and starts walking faster. The men follow her. She starts running and so do they. She screams.
And suddenly... Is it a bird?
Is it a plane?
No, it’s Chaddi-Baniyan Man!
He is showing full body-shoddy as he is wearing only his undergarments. In his hurry to save the world, he has had no time to get decent.
You know the rest. This underdressed guy holds fully-dressed-for-party girl with one arm. With his other arm, he effortlessly flicks aside the bad guys. Meanwhile, his... err…assets are displayed, immodestly encased in a laal/peela/neela/tigerstriped chaddi. Rising to the occasion is the music.
Most underwear ads for men were much the same. Till Amul Macho decided to be different. Their ad starred a girl.
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