Conceptualised by Madison BMB, the campaign shows the convenience of warm innerwear in winters
BestMediaInfo Bureau | Mumbai | November 24, 2016
Winters are around the corner and people are possibly looking for some cosy warm wear. Amul Bodywarmer from the house of J G Hosiery is back with a campaign for its winter wear offering. The campaign has been conceptualised by Madison BMB. The objective of the campaign is to bring the focus back on Amul Bodywarmer and its convenience in everyday lives.
The film features a young couple dealing with the harsh winters. The girl is shown sleeping as the boy gently puts a blanket over her and sleeps next to her. In sometime she feels hot and tosses the blanket on his side. They keep doing so for a while until both of them get fed up and get up to realise both of them are wearing Amul Bodywarmers. The film ends with the tagline, ‘raho garma-garam.’
Apart from the television commercial, the brand intends to reach out to its consumers via outdoor, print and various other points of contact.
Navinn Seksaria, Director, J G Hosiery, said, “In a world where exaggeration is a suspension of disbelief, we wanted to keep away from the exaggeration and follow the keeping it simple theory. We wanted to communicate the multiple aspects of warmth and unisex garment delivered through sweet and humorous story, which has been achieved.”
Raj Nair, CEO and Chief Creative Officer, Madison BMB, said, “Amul Innerwear and Bodywarmers have historically had a legacy of creating clutter breaking work. We told ourselves that the work needs to be fresh, simple in ideation and yet totally stand out in execution. We believe we have achieved that. It was indeed the case of a simple insight that if you’re wearing Amul Bodywarmers, you really don’t need anything else to keep you warm in winter. And the execution ensured some memorable viewing.”
Established three decades ago, J G Hosiery is an apparel manufacturer that has brands like Macho, Amul (innerwear), Sporto and Zoiro brands under its umbrella. The company is currently managed by the Seksaria family.
Madison BMB is the advertising unit of Madison World, a diversified Communication Group with 26 units across 11 specialised functions of advertising, media, business analytics, out-of-home, events, activations, retail, PR, entertainment, mobile and sports; employing over 1,000 communication professionals across cities in India, Sri Lanka and Thailand.
Client: J G Hosiery
Brand: Amul (inner wear)
Agency: Madison BMB
CCO: Raj Nair
Creative: Raj Nair, Apuorva Sinha and Shomo Sen
Client Servicing: Kim Solomon and Richa Upadhye
Production house: Collective art
Director: Anand Iyer