VIP Frenchie is one of the biggest names in men’s underwear in India. Acouple of months ago it launched a blitzkreig of advertising across all major cities. The legend read VIP frenchie – makes a big impression.

In Mubmai this advertising meant that we were bombarded with TV commercials’ – that showed girls peeking at a guy excercising in his frenchies

The Hoardings that spotted Mumbai were just about as, how does one put it, vivid. There were a whole bunch of extra large hoardings with men lounging around in their VIP Frenchie briefs, making a big impression.

As a female friend of mine who drives from Andheri to Worli everyday to work said – it is a driving hazard. Where do i look at the traffic around me or this gorgeous looking guy in skimpy clothes.

Males friends of mine insisted that it was debasing the male form:)
In any case direct action was taken by the cops who ordered it to be taken down yesterday – apparently senior citizens have been calling up claiming distress caused by these hoardings My favourite quote on this came from the company that owns the brand – they said “ if I do not show underwear in an underwear ad, then what do I show?’’