Rashmika Mandanna breaks gender stereotypes in her new ad with Vicky Kaushal

Amul Macho has created a television commercial to promote the introduction of Macho Sporto, with the goal of legitimizing the feminine gaze. Rashmika Mandanna, a South actress, and Vicky Kaushal, a Bollywood actor, appear in the TVC series. The concept created by Leo Burnett, a creative agency, this advertisement was promoted by the media agency Madison Media Omega. 

The TVC features a young Yoga instructor played by Rashmika Mandanna. It portrays Vicky Kaushal as the attractive student who is playfully gazed at by his instructor. The creative conceptualization of the ad is what seeks the most attention.

View this post on Instagram

A post shared by Rashmika Mandanna (@rashmika_mandanna)

Rashmika Mandanna’s role covers a series of events where, as a yoga instructor, she manages to have a glance at a student’s (Vicky Kaushal’s) Macho Sporto waistband. She keeps him held up in different positions and has him reach for higher objects to have multiple opportunities to look at it. Defying previous advertisement patterns of the similar product where agencies try and portray the masculinity of the actor, this advertisement did something which was quite the opposite.  

Despite the fact that they were advertising men’s underwear, the campaign centers on a youthful and confident lady who is comfortable enough to stare at a man she likes. Casting an actress like Rashmika Mandanna in a menswear ad is a step toward breaking down gender preconceptions.  

The ‘Yeh to Bada Toing Hai 2.0’ campaign emphasizes how today’s women aren’t afraid to take the initiative. What better way to send this message and start a new conversation than with a male underwear brand? Rashmika Mandanna did a brilliant job in striking this conversation and breaking down gender stereotypes. 

Also Read: Rashmika Mandanna’s reaction to a marriage proposal from a fan is worth noticing 

This is most likely the first time a men’s clothing business brand has featured a woman in the forefront. The commercials are lighthearted and include the brand’s typical tongue-in-cheek humor. Vicky Kaushal and Rashmika Mandanna are seeing doing an excellent job in their respective roles. 

View this post on Instagram

A post shared by SIIMA (@siimawards)

Rashmika Mandanna recently won the South Indian International Movie Awards (SIIMA) for the ‘Best Actress in the leading role’ – Critics, for her splendid performance in the Telugu film ‘Dear Comrade’.