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.
This story is from the April 15, 2018 edition of IMPACT.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the April 15, 2018 edition of IMPACT.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
Masstige Above Prestige
Nirvana may lie in the middle, after all
‘Don't Stop, Keep Running'
Piyush and Prasoon Pandey hold the flag of Indian creativity high as they receive the prestigious Lion of St Mark award at Cannes
It's A Win-Win @ Cannes
Lion of St Mark for Piyush and Prasoon Pandey, Grand Prix in Creative Effectiveness for Ogilvy India, Grand Prix for Good (Health) for TBWA\India and Gold Lions for FCB India and McCann Worldgroup make it a big win year for India, despite the metal tally being 21
Charting A New Course For BTVI
Four name changes as well as some leadership changes in a decade have only served to strengthen BTVI. Megha Tata, Chief Operating Officer, BTVI tells us about overcoming the multiple challenges and achieving higher viewership share, while shedding light on the journey ahead
'Programmatic Is The Fastest Growing Segment In Advertising'
Rajeev Goel co-founded PubMatic in 2006 based on the belief that publishers are under-served from a technology and services perspective. PubMatic now offers leading omnichannel revenue automation technology for publishers and enterprise-grade programmatic tools for media buyers. On a short visit to India, Goel spoke about the rise of programmatic in India and how PubMatic is adding value to publishers with its innovative offerings
A Giddy Guide To Much Loved Indian ADS
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.
'My Game Of Badminton Brings Out The Best In Me'
Ashish Srivastava firmly believes that the key ingredient to doing anything well is passion. This is why his fitness routine revolves around one of his biggest passions – badminton. An ardent badminton player, Srivastava tells us how the sport has helped bring out the best in him, while also being an effective stress buster
Mondelez Hits A Sweet Spot With New R&d Hub @Thane
Set up with an investment of $15 million, the global Research, Development and Quality Technical centre is the 10th such facility across the world for the company, and the first in India.
The ₹ 5,000 Crore Opportunity For OTT
ORIGINAL CONTENT SET TO BE KEY GROWTH DRIVER FOR INDIAN OTT INDUSTRY, PROJECTED TO REACH ₹ 5,595 CRORE IN REVENUES BY 2022, ACCORDING TO PWC REPORT
Be Authentic While Telling Stories...
These are some of the most common questions I face when I introduce myself as the head of content for Vice India.
