f the success of advertising is measured by how much attention it steers towards the brand, the Hanes' TV commercial of December last year was a hands-down winner for jabbing the viewer in the eye and saying, "Look at me!" The TVC which showed a man supposedly cutting off what he certainly shouldn't be on his wedding night (it was actually the irritating tag on his innerwear he was removing), kicked up a lot of dust because of its seeming brutal attack on "Indian sensibilities".

In any case, the company did achieve its purpose of driving attention to the brand. But for Hanes, that made such a loud entry nearly a year back, was that enough? What has been the company been up to since then in the Indian market? ... more