India lifestyle brand, XYXX, has launched the Ultimate Undie-pendence, a new campaign featuring brand ambassador and investor, KL Rahul highlighting what the campaign says is a pervasive issue that has long been overlooked: men’s enduring discomfort with conventional cotton underwear, which has been normalized as a way of life.
Conceptualized by Talented and produced by First December Films, the campaign portrays a dystopian world where men are physically shackled by their underwear, struggling with basic tasks due to perpetual discomfort.
The campaign opens with KL Rahul looking perplexed at this world where men are going about their day in discomfort and are struggling at every step – be it riding a bike, lifting weights at the gym, or even being able to work.
Once KL acknowledges the problem, he immediately orders XYXX TENCELTM Modal Micro-made underwear for all so they can experience “Undie-pendence,”.
Commenting on the new brand film, Petal Gangurde- Chief of Brand & Culture, XYXX said, “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’.”
Devargh Mukherjee and Sohan Ray, creatives at Talented added: “The idea of externalizing 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!”
“Bringing alive the feeling of relief from uncomfortable underwear had to be as exciting as externalizing 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.
