Throwing in towel: VIP gives slip a slip

On May 4, Inspector Dilip Dhane of Girgaum police station decided to pull down a four-storey high VIP Frenchie hoarding. ‘‘Elderly...

On May 4, Inspector Dilip Dhane of Girgaum police station decided to pull down a four-storey high VIP Frenchie hoarding. ‘‘Elderly citizens would call us and complain,’’ was the 44-year-old police officer’s rationale for his action.

Now it is no more bare midriffs for Maxwell Industries, makers of VIP Frenchie. The man in the advertisement will now sport a towel.

Anthony Fernandes, marketing manager with Maxwell said, ‘‘covering up the hoarding with towels is just a counter-move from our side against the removal of the hoardings. It is just a gimmick aimed at getting some laughs from the public.’’

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He also added the decision to cover up the hoardings was taken jointly by the creative team at Ogilvy & Mather (O&M) and Maxwell. ‘‘If we do not advertise,’’ Fernandes concluded, ‘‘how are we expected to sell our products?’’

Sagar Mahabaleshwarkar, creative director, O&M, said: ‘‘The new ads (in print) are an answer to the people who didn’t like our hoardings.’’ In any case, he said, the previous advertisements were also beautifully shot. ‘‘If we are advertising Frenchies, we obviously have to show the product.’’

The summons come amid a broader crackdown by the ED on betting apps functioning illegally in India.

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