The journey of Indian undergarment ads has gone through a marathon journey right from being a tabooed topic to something that can be discussed openly and boldly. Decades ago, Lux
Undergarments came up with a campaign that had the tagline ‘yeh andar ki baat hai’ which took many by a bit of a surprise. Within a short span, the VIP Frenchie came up with something featuring senior actor DalipTahil in white briefs holding a damsel in distress on one of his arms while his other arm knocks the bulbs out of a goon with a car in the background. As time passed, this picture was unveiled gradually and the covering layer was removed to show the iconic underwear shot. We are talking about times when even leaving one’s undergarment out in the open to dry raised many eyebrows across several households. During that time, India was rather conservative and it had a major intolerance policy towards anything remotely associated with sex or physical nakedness. Right from sanitary pads to condoms, ad makers had to rack their brains to come up with something innovative so that their message gets across. For instance, a condom ad that came many years ago shows a man nervous and hesitating to ask for what he needs at a pharmacist when another man walks up confidently to the pharmacist and asks for ‘Moods’ (the condom brand).
This story is from the June 2019 edition of Inner Secrets.
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This story is from the June 2019 edition of Inner Secrets.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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