Agency: Saints And Warriors
Creating a advertisement for products like Undergarments, condoms, sanitary napkins are always a challenge. The challenge is to generate enough interest in the product(Curiosity Value) and yet keep it decent. While some companies do it in a quite impressive manner(Kamasutra/Moods), some companies mess it up totally.
Unfortunately Amul falls in the second category. Just to brief you about the 2 ads(in case you have missed it).
Ad 1: A’newly wed’ lady comes to the’ghat’ and starts washing her husband’s(my guess) innerwear making ooh and aah sounds while doing so. The other ladies at the ghat eye her with jealousy . She seems to be enjoying the washing a little more(in the’wrong’ way) & seems to reach a climax as she finishes the wash. Finally there is the jingle that says "Eeh to bara toing hai" - even a kid will understand that that the "Toing" is not talking about the elastic of the inner wear and is referring to the part that the garment should cover.
Ad 2: The next version shows a chimpanzee getting a set of undies which was drying and he wears it. As soon as he wears it, a lot of girl chimpanzees surround him and give him a lot of attention. Just then the "Toing" lady from the last commercial comes and throws a banana(Is there a symbolism here too?) at him. In his hurry to get the banana, the chimpanzee’s innerwear falls off.Immediately he loses the attention of females. The ad seems to show that if you wear Amul Macho undies, you get all the ladies! Why? Dont ask me, Go to the Ad agency who thought this idea up!
To me it seems simple. Someone with a dirty mind and a complete lack of moral values, thought this ad up. One of my friends(female) narrated a incident to me - how this ad got her in trouble. She and her nephew had gone shopping and were in a mall. Suddenly the guy walks up to the male undergarments section, picks up a pack of undies and shouts " Bolo na, is mein kya Toiing hota hai?" Her 7 yr old nephew must have seen this ad on TV. My friend went RED and rushed him off from there amid loud laughter from all the guys there.
I really find it amazing and horrifying that a company can popularise there product like this!