Men’s Underwear – In Advertising (India)

“I’ve come up with an awesome brand of men’s underwear. It isn’t the least bit different from any other underwear that you can get at half the price without the fancy packing and the big brand name. Yet, the foolish folk out there will choose my brand over the other brands, because my advertisement shows a bunch of half naked goris sticking to the main male model, coz he’s wearing fancy undies.” This is probably what began the wave of selling everything that an underwear cannot do, through underwear advertisements.

From Lux Cozy’s banned ‘puppy around the pool’ marathon to Amul Macho’s “Yeh toh bada toing hain” madness, the underwear advertising industry as gone from unreasonable to vulgar to ridiculous. Yet, common man (strictly ‘man’ in this case) seems to fall for their cheap gimmicks and actually makes the brand work.

Can anyone explain how wearing a particular brand of undies can bestow upon a loserly guy, mysterious kung-fu-plus-karate-and-goodness-knows-what fighting skills (unless the underwear was bitten by a radioactive spider)?

Wouldn’t girls cling to any guy who had that kinda hot body irrespective of whether he was wearing the underwear or not? I bet he'd get more girls if he just lost the underwear.

Brands like TanTex and Dixcy Scott do come up with comparatively decent advertisements, yet they aren’t exactly the popular hit among users. (Trust me, I live in a colony where guys wear jeans to reveal ‘certain’ brand names, so don’t you judge me.)

A decade from now, ‘ridiculous’ advertising ideas will most probably hit extinction, so here’s what we might get to see –

• Man wears underwear and flies to the moon "without" an oxygen mask.
• Man stands at border and strips down to just his underwear. Terrorists do not enter out of respect.
• Woman gets an orgasm by merely washing a certain brand of men’s underwear by the lake. Sincere apologies, Amul Macho’s already got that one covered.
• Man saves Earth from Aliens. Yes, the same terrorist trick can work here too.
• Boy goes to college in his underwear. Scores full marks in vivas.

This is as far as my imagination is willing to take me. On the brighter side of things, women get an opportunity to see hot, half naked male models (fully waxed, but anything looks good after Shah Rukh Khan's item numbers) and men get (more than enough of) their quota of bikini clad desperate women. Who bothers to look at the underwear anyway?