DaMENSCH, a brand specializing in men’s innerwear and athleisure, collaborates with Vicky Kaushal to debut a groundbreaking music video advertising campaign. Titled ‘DaMENSCH is a new feeling,’ the campaign emphasizes that the comfort of wearing DaMENSCH can’t be fully articulated in words but must be experienced firsthand.
Set to lively music inspired by the iconic R.D. Burman, the video takes an unexpected turn with lyrics that are deliberately nonsensical.
This innovative campaign from DaMENSCH breaks away from traditional, macho-centric advertising seen in the innerwear industry. It celebrates comfort, confidence, and individuality, marking a refreshing approach with Vicky Kaushal as its ambassador.
Expressing his feelings about this campaign, Vicky Kaushal said,” When the campaign idea was pitched to me, I was very happy to see a fresh and a different approach that represents a new age brand that DaMENSCH is . This new feeling is something you all need to experience to understand what we are trying to say through visuals.”
Speaking about the campaign, Anurag Saboo, co-founder of DaMENSCH, said, “Our customers often struggled to describe how amazing they felt in a DaMENSCH, which sparked the idea for this ad. Comfort is an experience that needs to be felt, it is beyond words. Vicky Kaushal, known for his confidence and comfort in his individuality, is the perfect face for this campaign, and we’re thrilled to collaborate with him.”
