Mumbai: Macho Sporto, an innerwear brand from JGH, has roped in actor Sidharth Malhotra as its new brand ambassador for its ad campaign ‘Yeh Toh Bada Toing Hai‘.
The brand’s TVC features the Bollywood actor in a take on a woman’s gaze, continuing their efforts to legitimise the female gaze. The ad shows Malhotra being impressed by the girl making the first move, as the iconic jingle ‘Yeh Toh Bada Toing Hai‘ plays in the background. Macho Sporto’s new campaign with Malhotra aims to not just continue the brand communication legacy, but take it a notch higher.
Malhotra said, “I am excited to partner with Macho Sporto, a brand committed to providing comfort and style to all of their consumers for decades. Their commitment to forward-thinking and innovation along with the quality, style, and freshness they bring to the table is something I resonate with. The brand has established itself as a household name, and I look forward to this collaboration.”
JG Hosiery MD Navinn Seksaria said, “The ‘Yeh Toh Bada Toing Hai’ campaign is at the forefront of a modern and trendy portrayal of our brand, Macho Sporto, and who better than a Bollywood superstar like Sidharth Malhotra, whose charisma ensures that he is the centre of attention wherever he goes, to be its new face. Sidharth’s charm and youth appeal perfectly reflect Macho Sporto’s identity and having him on board will bring a breath of fresh air to our new campaign, taking the brand a ‘Toing’ higher.”
