At first glance, it seemed to be a rather wacky ironing operator, with a tongue-in-cheek description of his work. Of course, the iron used by such vendors are very hot, with most of them depending on charcoal inside the equipment to generate heat. But a second glance throws up the possibility that this person could be one of the amalgamated iron-men of Chennai, going by the localities listed on the bottom of the panel.
That's also a false lead, however. The penny drops, finally. HotMale is a Chennai based clothing brand; a private label that is trying to expand. It is owned by Arihant Retail, which started a store exclusively for menswear in T.Nagar and branded it HotMale. That was in 2002 and over the past decade, HotMale has expanded to Anna Nagar, Wannarapet and Triplicane. The one in Triplicane is the most recent, having been opened sometime in 2012.
And this is certainly a good way to get the word around the locality, when a new clothing store has been launched. Gets attention from the right set of people, and it is contained in the same ecosystem - do you think they could have done anything more to have made the advertising better?
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