Dheeraj Sinha of Leo Burnett (L) and Navinn Seksaria of J G Hosiery
Leo Burnett India has won the creative mandate for Macho, an Indian underwear brand. The account was won following a multi-agency pitch and will be handled by the agency’s New Delhi office.
“Brand Macho stands for comfortable, flexible yet stylish innerwear options. Over the past few years, Macho has become the preferred choice of brands for the youth,” said Navinn Seksaria, Director, J G Hosiery Pvt Ltd.
“Our goal is to drive this positioning further and we were looking for a partner who would help us realise this ambition. We found that our vision aligned perfectly with Leo Burnett’s strategic and creative approach and are looking forward to working together”
Leo Burnett will craft the complete communications strategy for the brand which was launched in 2005.
“Macho has been top of mind of Indian consumers with popular campaigns in the past. The opportunity for the brand is to plug itself to the changing discourse of the time without losing its edge,” Dheeraj Sinha CEO and Chief Strategy Officer – South Asia, Leo Burnett.
“Our approach to building Macho is to plug into the changing man-woman discourse in India, yet do so in the quintessential Macho way – that’s tongue in cheek. We look forward to building this brand and business.”
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