VIP first started making briefs for men in 1971. Jaikumar Pathare and L Jaipal Reddy, two electrical engineers of the Maharashtra State Electricity Board left their jobs and started making underwear because they realized there was no competition. ( And when they did first have competition, in mid-1980s, it came from a brand oddly named Rupa ) The brief was first worn by a young man named Dalip Tahil in an ad that proved to be an instant hit - an eye grabber. The plot of the ad that made VIP synonymous with underwear was simple, and it had a subtle touch of Superman iconography: A beautiful woman is being harassed on the road by a laffanga. To her rescue comes a man dressed only in a bathrobe and an underwear. And he makes a grand entrance jumping from a balcony - camera capturing his underwear while he is coming down, his rob flying - he lands down on the road, grabs hold of the dame in distress and Karate chops the bad guy. And then we realize it was all a dream sequence of tha...