Underneat, co-founded by Kusha Kapila and Vimarsh Razdan, has unveiled Underwoman, a playful campaign that reimagines innerwear as an invisible ally. Through a whimsical “cupboard world,” forgotten outfits gain voice and drama, with humour and heart guiding the narrative. The first film spotlights a backless dress finally freed by the perfect bodysuit.
In the crowded world of fashion marketing, where campaigns often lean on tropes of body correction or aspirational perfection, Underneat has chosen a refreshingly different path. The mass-premium innerwear brand, co-founded by digital creator Kusha Kapila and fashion industry veteran Vimarsh Razdan, has introduced Underwoman, a first-of-its-kind brand campaign that transforms everyday wardrobe dilemmas into a playful, cinematic storytelling universe.
At the heart of the campaign lies the whimsical “cupboard world,” a space where clothes are not passive objects but characters with emotions, ambitions, and drama. It is a universe that draws humour from a familiar guilt—the guilt of sidelining outfits that demand the right innerwear support. Instead of focusing on compression or correction, Underwoman positions innerwear as an invisible ally, designed to blend seamlessly into daily life. Confidence, the campaign suggests, is not about altering the body but about removing the friction between women and their clothes, allowing them to move through the day with quiet assurance.
The first film in the multi-part series, Kavya’s Backless Dress, sets the tone for this imaginative world. It follows a heartbroken backless dress, languishing in the cupboard, lamenting its unrealised dreams of travel—from Bangkok and Bali to Bandra. The dress, desperate to escape its confinement, even signs up to become a pocha, a comic exaggeration of its despair. The narrative is guided by comedian and creator Srishti Dixit, who appears as The Hat, the closet’s witty host and moral compass. With her sharp humour, she narrates the everyday chaos of forgotten garments, giving voice to the silent frustrations of clothes that never see the light of day.
The story takes a transformative turn when Kusha Kapila herself enters the frame as Underwoman. Emerging from her top drawer, she offers the ideal solution—a backless bodysuit that finally allows Kavya’s Backless Dress to step into the life it was meant to live. The moment is both humorous and poignant, capturing the essence of the campaign: innerwear as a liberator, not a constraint.
What makes Underwoman distinctive is its refusal to frame innerwear in terms of inadequacy or correction. Traditional campaigns often hinge on the idea that women must fix, compress, or conceal aspects of their bodies to fit into clothes. Underneat flips this narrative, suggesting instead that the right innerwear should dissolve into the background, enabling clothes to shine and women to feel naturally confident. By shifting the focus from the body to the garment, the campaign reframes the conversation around innerwear as one of ease, support, and empowerment.
The cinematic approach also reflects a broader trend in fashion marketing, where storytelling and humour are increasingly used to build emotional connections with audiences. In India’s evolving consumer landscape, where digital creators like Kapila wield significant influence, campaigns that blend relatability with creativity resonate strongly. The cupboard world is not just a metaphor but a mirror of everyday experiences—those moments when a favourite dress is abandoned because the right bra or bodysuit is missing. By dramatizing these dilemmas, Underneat taps into a collective memory, making the campaign both entertaining and deeply relatable.
Razdan’s industry expertise and Kapila’s digital presence create a powerful synergy. Together, they have crafted a campaign that feels both polished and playful, balancing fashion credibility with cultural wit. The choice of Dixit as The Hat adds another layer of humour, ensuring the narrative remains light-hearted even as it addresses the frustrations of wardrobe management.
Beyond its entertainment value, Underwoman also signals a shift in how innerwear brands position themselves in India. The market has long been dominated by functional messaging—comfort, fit, durability. By introducing a storytelling universe, Underneat elevates innerwear into the realm of lifestyle and identity. It is no longer just about what women wear underneath but about how those choices shape their relationship with the clothes they love.
The campaign’s potential lies in its serial format. With Kavya’s Backless Dress as the opening act, audiences can expect more films that explore other wardrobe dilemmas—perhaps the jeans that never leave the shelf, the blouse waiting for the right bra, or the skirt sidelined by lack of support. Each story promises to expand the cupboard world, building a narrative ecosystem that keeps audiences engaged while reinforcing the brand’s core message.
In positioning innerwear as an invisible ally, Underneat has tapped into a universal truth: confidence is not about spectacle but about ease. When clothes fit seamlessly into daily life, when women no longer have to negotiate with their wardrobes, confidence emerges quietly, naturally. Underwoman captures this truth with humour, heart, and cinematic flair, offering a campaign that is as much about storytelling as it is about fashion.
For Kapila and Razdan, the launch of Underwoman is more than a marketing initiative—it is a statement of intent. It reflects their ambition to redefine the innerwear category, to move beyond functional messaging and into the realm of cultural storytelling. In doing so, they have created a campaign that not only entertains but also resonates, turning the everyday chaos of the cupboard into a stage for confidence, creativity, and liberation.
At a time when fashion brands are searching for ways to connect with audiences beyond product features, Underneat’s Underwoman stands out as a campaign that blends humour with purpose. It reminds us that sometimes, the smallest details—like the right bodysuit—can unlock the biggest transformations, allowing forgotten garments to live their dreams and women to move through the world with quiet assurance.
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