Amul Macho has launched a campaign for its brand Macho Sporto, by bringing back its iconic ‘yeh toh bada toing hai’ idea to the brand’s films.

The TVC series features actors Rashmika Mandanna and Vicky Kaushal and takes a closer look at the female gaze.

In the film, Mandanna plays a young yoga instructor, while Kaushal is one of her students. The ads show different scenarios during their yoga sessions, where Mandanna happens to catch a glimpse of Vicky’s Macho Sporto waistband and in an attempt to get another look, has him reaching high shelves and holding longer poses. Kaushal understands her trick, but plays along every time.

The campaign Yeh toh bada Toing Hai 2.0 - we wanted to address and break regressive old fashioned gender stereotypes. Typically innerwear brands portray conventional male dominant imagery, but our films depict a role reversal where we normalise and make the woman in control. This is probably the first time where a men’s wear brand is showing a woman taking the lead. The films are light hearted and have the brands signature tongue-in-cheek humour with Vicky and Rashmika playing their onscreen roles perfectly.”

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