Macho Sporto Names Vicky Kaushal as New Brand Ambassador

Macho Sporto has appointed Bollywood actor Vicky Kaushal as the new face of the brand, marking a fresh direction in its brand communication. The announcement coincides with the launch of its latest campaign, ‘Chaal Badal De’, developed in collaboration with SW Network.

The campaign moves beyond functional product-led messaging to explore themes of comfort, confidence and personal expression. Featuring Kaushal, the campaign centres on the idea of feeling comfortable in one’s own zone and expressing oneself with confidence.

A New Direction in Brand Communication

The campaign draws on the popular ‘Kay Sera Sera’ melody, using music, movement and visual storytelling to bring Macho Sporto’s positioning around comfort and confidence to life.

According to Raghav Bagai, Co-founder, SW Network, the campaign builds on Sporto’s product proposition around comfort and fit while giving it a broader cultural expression.

“With this campaign, we wanted to take Sporto’s strong product proposition around comfort and fit and give it a more distinctive cultural expression. The idea came from a simple human truth: when you are comfortable in what you wear, you feel more like yourself and are able to stay in your zone. The melody gave us the perfect rhythm to express that feeling. The campaign makes the thought feel contemporary, relatable and aspirational,” Bagai said.

Music and Visuals Drive the Campaign

Jaunty, Producer and Director, Banana in a Suit (BIAS Studios), said the execution was designed to mirror the rhythm, energy and ease of the campaign’s central idea.

“We wanted the execution to have the same sense of rhythm, energy and ease as the idea itself. The Kay Sera Sera melody gave us a strong musical starting point, and we built the visual world around that energy. From the sets and choreography to working with Vicky, every element was designed to make the campaign feel larger than life while retaining an everyday sense of relatability,” Jaunty said.

He added that the final treatment combines music and visual storytelling to create an energetic and memorable campaign centred on the feeling of being completely in one’s zone.

Building on Comfort and Fit

With Kaushal as its new brand face, Macho Sporto aims to build on its established focus on comfort and fit while expanding its communication into areas such as confidence and self-expression.

The ‘Chaal Badal De’ campaign seeks to position comfort not only as a functional benefit but also as a state that enables individuals to feel confident and authentic in their everyday lives.