Ranbir Kapoor, the poster boy of the millennial generation, has come through with a definitive message — “This is not just a different generation, they are a different breed,” urges the actor, in a new campaign. “Unconventional choices, modern philosophies define them,” says the youth icon, revealing the new mantra — ‘Live Open’ of the premium innerwear brand Macroman presented by the knitwear company Roopa while releasing its new M-Series and W-Series, for men and women.
The campaign declares their ‘Live Open’ mantra to be a seething honest philosophy for today’s generation, “who believe in breaking societal stereotypes and are comfortable in their own skin!” This goes well with brand's revamped new-age and progressive vision. “It’s an ode to those who live on their own terms and set trends rather than follow one,” says the campaign.
The new promotions, focused on the new product ranges, resonate with a fresh sense of energy and confidence. The TV ad perfectly captures the Gen-Next philosophy, celebrating the spirit of being unapologetically themselves.
The ad showcases the irrepressible Ranbir, clad in a range of multi-coloured inner wear products — with a mysterious woman beside him. In another ad, a bevy of ‘millennial models’ strut their sense of uber cool, reflecting the ‘Live Open’ mantra.
Speaking about their new positioning, Vikash Agarwal, President & Brand Director— Macroman & Macrowoman, says, “Amidst the players dominating the market today, Macroman aims to be the most admired one for its international design aesthetics, in depth and continuous R&D, the best of fabrics, in short, the best wearable premium experience.”
The brand’s new communication campaign is designed to further deliver this objective, explain the campaign’s managers, positioning the new series to be synonymous with “youth, style, and fashion.” “It is in the true sense, the ‘inner’ voice of today’s generation,” they offer, with a tongue-in-cheek reference to their product line. To this Ranbir adds, “It’s a pleasure to be a part of this new liberating journey of the brand. ‘Live Open’ is a philosophy that reflects my own beliefs. I am sure that today’s youth will relate to it, and I am glad that the brand took this bold step to connect with its audience.”
The W-Series, meanwhile, presents premium fashion for today’s woman and is set to be the definitive answer in fashion, from lingerie to sportswear and leisurewear. The brand’s superior range of bras celebrates the woman in all her attitudes.
Available at leading retail stores.