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KL Rahul asks for ‘Undie-pendence’ in XYXX latest campaign

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XYXX, a men’s lifestyle brand, debuts “Ultimate Undie-pendence,” a fresh campaign with brand ambassador and investor KL Rahul shedding light on a longstanding issue: men’s discomfort with traditional cotton underwear, normalized for too long.

KL Rahul in XYXX Campaign

Campaign Overview:

XYXX, a men’s lifestyle brand, launches “Ultimate Undie-pendence,” a groundbreaking campaign featuring brand ambassador and investor KL Rahul. It addresses a pervasive issue: men’s enduring discomfort with conventional cotton underwear, normalized for too long.

Campaign Execution:

Conceptualized by Talented and produced by First December Films, the campaign presents a dystopian scenario where men are physically constrained by their underwear, hindering daily activities. KL Rahul leads the charge for change, ordering XYXX TENCEL Modal Micro-made underwear to liberate men from discomfort and introduce them to “Undie-pendence.”

Also Read: Shahid Kapoor asking you Tu Poker Khelta Hai Kya?’ in PokerBaazi new campaign – Agency Masala

Narrative and Impact:

The campaign unfolds with KL Rahul witnessing men struggling with mundane tasks due to uncomfortable underwear. Upon acknowledging the issue, he introduces XYXX TENCEL Modal Micro-made underwear, sparking a celebration of newfound comfort and freedom. A soundtrack by Varkey adds depth to the narrative, emphasizing the transformative impact of comfortable underwear on daily life.

Call to Action:

XYXX encourages men to embrace “Undie-pendence” by transitioning to TENCEL Modal Micro-made underwear, offering trials and samples for a seamless experience. The campaign extends beyond the film with outdoor ads and on-ground activations, fostering engagement and amplifying its message across diverse demographics.

What do experts have to say about this campaign?

Petal Gangurde

Commenting on the new brand film, Petal Gangurde- chief of brand and culture, XYXX says,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.

“The idea of externalising comfort started as a joke. No one has imagined underwear as handcuffs 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!”, adds Devargh Mukherjee and Sohan Ray, creatives at Talented.

Devargh Mukherjee
Shiv Parameswaran

“Bringing alive the feeling of relief from uncomfortable underwear had to be as exciting as externalising it with underwear cuffs. So we imagined a Nolan-esque dystopian sequence where thousands of underwear get pulled away from their hands, get sucked into the sky, and a gazillion XYXX packs rain right into their palms,” says Shiv Parameswaran, director at First December Films

Also Read: Kiara Advani shines as a trendsetter IRL in the Myntra campaign – Agency Masala


In conclusion, XYXX’s “Ultimate Undie-pendence” campaign, spearheaded by brand ambassador KL Rahul, not only highlights the pervasive issue of men’s discomfort with traditional cotton underwear but also offers a compelling solution: TENCEL Modal Micro-made underwear. Through a dystopian narrative and impactful storytelling, the campaign urges men to embrace comfort and freedom, sparking a conversation and shift in perceptions. With a comprehensive approach including trials, samples, outdoor ads, and on-ground activations, XYXX is poised to revolutionize men’s innerwear choices, ensuring a more comfortable and liberating experience for all.

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