by Suman Gupta
Mumbai, July 2017: The millennial is not just a different generation, they are a different breed. Unconventional choices, modern philosophies define them. And none other than youth icon Ranbir Kapoor can represent them better. Small wonder, he is the one revealing the new mantra of iconic brands Macroman M-Series and Macrowoman W-Series — ‘LIVE OPEN’. A seething honest philosophy for today’s young generation who believe in breaking societal stereotypes and are comfortable in their own skin!
The new Macroman philosophy of “LIVE OPEN” goes really well with the 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.
The new promotional campaign of Macroman M-Series & Macrowoman W-Series resonates with a new energy and confidence in all key stakeholders associated with the brands. The beautifully shot Macroman M-Series TVC perfectly captures the Gen-Next philosophy of those who celebrate the spirit of being unapologetically themselves. It showcases how an indomitable Ranbir Kapoor in class apart multi-coloured multi-hued Macroman M-Series (with his mysterious Macrowoman beside him) answers all those who question his daring spirit with just two words – LIVE OPEN. In the Macrowoman W-Series TVCs, ‘millennial models’ dare to bare their LIVE OPEN mantra!
Speaking about the new positioning and campaign, Mr. Vikash Agarwal, President & Brand Director – Macroman & Macrowoman, said, “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.
Our communication campaign is designed to further deliver this objective. The campaign is aimed at making Macroman M-Series synonymous with youth, style and fashion. It is in true sense, the ‘inner’ voice of today’s generation.”
Speaking about superstar Ranbir Kapoor, Mr. Agarwal said, “We wanted to have an emotional connect with our audience and Ranbir Kapoor is the perfect link as he is a living embodiment of Macroman with his bold choices and unapologetic way of living. Suave and sophisticated, Ranbir Kapoor was our first choice as he not only connects with the youth, but IS the youth. Young, bold and immensely talented, this blue-eyed boy is the perfect fit for our new positioning.”
Talking about the philosophy of Macroman, Ranbir Kapoor said, “It’s a pleasure to be a part of this new liberating journey of the iconic Macroman brand. ‘LIVE OPEN’ is a philosophy which 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.”
Challenge, Inspire, Outperform Live like a Macroman : Created for the urban male, Macroman M-Series has grown phenomenally with a PAN-India network. Following the success of Macroman M-Series, the brand launched an equally powerful female counterpart – Macrowoman W-Series. Today, the portfolio boasts over 150 products with numerous designs available in a variety of fabrics and finest blends. Macroman M-series and Macrowoman W-series product ranges from Innerwear, Sportswear to Leisurewear. Initially just an innerwear brand, Macroman M Series has now grown up to be a formidable player with its large range of finest innerwear, leisurewear, sportswear and casual wear. The product range is a result of consistent enhancement in the brand’s product portfolio. Over the past few years as a brand Macroman M Series has spread its wings in casual menswear category and is currently producing a vivid range of summer and winter wear. Macroman M Series Innerwear comprises the widest range of highly styled briefs and vests segmented into different collections targeting the diverse needs. Conceptualized by top of the line designers, Macroman M Series International Collection briefs and vests are crafted from the best of fabrics. Available in a variety of colours and patterns, with interesting accents and a range of exciting cuts, this collection is a bold mix of fashion and comfort. Macroman M Series International Collection also boasts of a luxurious line developed by the world’s best blends like Supima Cotton, MicroModal & Bamboo fiber cotton.
Manufactured in state-of-the-art units, this is a true ‘Make in India’ global brand. And in the days to come, it aims to grow multifold. It is committed to continue providing international quality products through its world class manufacturing capacity. It also intends to enhance its distribution and open several exclusive outlets in India.
Macrowoman W-Series brings premium fashion for today’s woman, it is set to be the complete answer in fashion, from lingerie to sportswear and leisurewear. The brand’s superior range of bras celebrates the woman in all her attitudes. Bras for working comfort, uniquely designed bras for sports, everyday wear bras and also special designs for the freedom loving millennials, Macrowoman has something for every woman in her every mood.
Macroman M-Series and Macrowoman W-Series is presented by Rupa & Co. Limited. (BSE: 533552 | NSE: RUPA), the unquestioned No.1 knitwear company in India, covering the entire range of knitted garments from innerwear to casual wear.
In its journey, the company has evolved to become the frontrunner in India and a leading player in global markets with far-reaching footprints and millions of satisfied customers. And as Mr. Vikash Agarwal says, “This is just the beginning.”!
