In the 80s, Goutam Rakshit led Advertising Avenues, created the blockbuster commercial for their client VIP Undergarments.
The brand was Frenchie. Dalip Tahil, the hero, tackled the villains, dressed only in his nightgown and a VIP Frenchie, and saved the damsel in distress.
This was during the era when showing an undergarment was sacrilege given the conservative nature of Indians plus government regulations. There was a strict policy against anything associated with sex, sexuality, skin show, alcohol etc. So advertising condoms, sanitary napkins, etc. was a tough ask for agencies.
Around this time, Amitabh Bachchan with his angry young man image was popular. The commercial played on this trend to bring forth a macho man who was fearless.
VIP Frenchie was perceived as a rebel and had the image of an international brief. It was positioned, so as to appeal to the sophisticated young urban Indian, 21 – 30 years, experimental, brave and daring.
Actually, Frenchie was a cheaper product to manufacture but became a huge success thanks to this commercial. This mini brief was stylish and something to be flaunted
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