Sporto's new campaign shows men's behavioural shift into household chores with a touch of humour

The Covid-19 pandemic brought with it many forced changes, good and bad. What years of preaching around gender equality at home couldn't do was done in a month’s time by the long lockdowns. Sporto Flexiwear from the J.G. Hosiery group is a brand of flexible clothing suitable for all purposes. The brand decided to have some fun with this behavioural shift, by comparing the Indian man's advent into household chores with historic events like the man stepping on the moon or the discovery of gravity. After all, the rigid patriarchal mindset becoming flexible is actually a historic first. 

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The four-film campaign shows men in various situations — cooking, cleaning, washing clothes, etc., — and ironically compares them to moments in history like the discovery of gravity, the invention of the light bulb, etc. The tongue-in-cheek films have been conceptualised by Garage Worldwide and directed by Raj Kamble.

Navinn Seksaria, Jt. MD, J G Hosiery, said, "As a modern youthful brand, we are always keeping an eye on what's going on with our consumers and we feel this is a behavioural shift everyone would connect with. More men have become flexible and supportive during this pandemic, and at Sporto we wanted to celebrate this kind of flexibility with a dose of self-deprecating humour. After all, the best of brands put a smile to our faces, don’t they?”

Ninad Umargekar, the strategy leader behind the campaign, said, "The mind moves first, the body follows. Sporto makes flexible clothes but our vision is to facilitate a more flexible world where humans bend and flex for the overall benefit of the world. Flexiwear, the product is merely a medium to carry the attitude of flexibility. That the clothes are flexible helps greatly.”

The films have been released on digital and OTT and will be followed up by two more in the series shortly.

The films:

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