The brand has for years been associated with a TVC in which the hero, clad in his undershorts and little else, rescues a woman from being mugged.
The ad made headlines as many argued that a woman would be far more wary of a man roaming the streets in his underwear than a mugger. Despite the controversy, the ad ran for almost a decade, both on TV and in print.
Successive VIP ads have attempted to move towards a younger, hipper image.
A recent campaign featured women fainting on spying a 'hunk' exercising while wearing Frenchies.
But the latest print campaign, which aims to promote the new range, seems all set to veer into controversial territory.
Anthony Fernandes, marketing manager, Maxwell Industries, said: "Frenchie has always stood for something revolutionary and bold. We are taking it to a different league since it was getting too generic with just one product. It had to be rejuvenated and become more relevant, which is why the vibrant cuts and designs."
Underwear as a category has exploded of late, with several new players advertising aggressively. And, while VIP's campaign does seem set to cut through the clutter, some fear it might ruffle the feathers of the morals police in India, who have been very vocal in their protests of anything construed to be too explicit or likely to offend sensibilities.
"I don't think it's that provocative - the youth will empathise with it," added Fernandes.
A TV campaign is said to be around the corner.