XYXX, a men’s lifestyle label in India, has launched a new campaign called Ultimate Undie-pendence featuring brand ambassador and investor KL Rahul. The campaign highlights a pervasive issue of men’s discomfort with conventional cotton underwear.
Conceptualised and produced by First December Films, the campaign portrays a dystopian world where men struggle with basic tasks due to discomfort from their underwear.
The campaign opens with KL Rahul observing men facing discomfort in their daily activities. Upon realising the problem, he orders XYXX TENCEL Modal Micro-made underwear for everyone, promoting “Undie-pendence” from discomfort.
“Your choice of underwear pretty much sets the tone for your entire day. It is a pity that most men in India even today continue to wear ill-fitting, uncomfortable basic cotton underwear. We had to make men sit up and take notice of how their current underwear makes them feel – stuck and shackled and that led us to this incredibly rich space of ‘Undie-pendence’. The one constant consumer feedback we have received over the years is that once someone wore an XYXX TENCEL Modal Micro-made undewear, they were never going back to their previous brand and with this campaign we want men to break free from We want every man to experience that superlative difference and to truly feel unparalleled comfort and undie-pendence,” Petal Gangurde, chief of brand and culture, XYXX , said.
The campaign emphasises the importance of comfortable underwear in daily life, highlighting XYXX TENCEL Modal Micro-made underwear as a superior option with features like AirMax, 4-way Stretch, and CloudSoft.
XYXX aims to spark conversation and shift perceptions by urging men to explore new-age, superior underwear options like TENCEL Modal Micro-made over traditional cotton. The campaign encourages men to try samples and transition to a more comfortable lifestyle.
“The idea of externalising comfort started as a joke. No one has imagined underwear as cufflinks ever before. Not even in the weirdest parts of the internet! What started with us taking photos of underwear-tied hands from different angles, to seeing it take shape on an artboard, to finally seeing hundreds of actors sport it on screen, it has been an exciting journey. This sci-fi underwear musical is an example of how the smallest thought starters reach impossible creative lengths!” Devargh Mukherjee and Sohan Ray, creatives, alented, said.
The campaign extends beyond the film, integrating innovative outdoor ads leveraging OOH through buses and trains and on-ground activations fostering impactful extensions and engagement in a receptive environment. This will be further amplified through a pan-India BTL activation that reinforces its commitment to diverse demographics, ensuring broad visibility.
XYXX’s campaign marks a stride in revolutionising innerwear advertising. By shifting away from tired stereotypes and showcasing the relatable experiences of everyday individuals, XYXX invites consumers to reconsider their choice of innerwear. With a focus on comfort, quality, and style, XYXX’s innovative approach encourages people to make the switch to superior innerwear, providing a tangible upgrade to their daily lives.
Featured in this campaign, XYXX announces the addition of its cool, new Volt collection to best sellers in TENCEL Modal Micro like Illuminati, Urbane, Flux and Dualist among others.