Hosiery advertising in India is roughly divided into two segments- the Jockeys of the world who cater to the more privileged, and the rest who provide everyday vests and underwear to the rest of India. We belonged to the later category.

These companies have a simple brief, to stand out. And each one tries to outdo the other in capturing the sentiment of the everyday Indian man.

We decided to write a story that resonates with them. One that has our brand ethos of being MACHO while being Bollywood at heart.