XYXX Celebrates World Underwear Day with Raunaq Rajani in New Campaign, Marketing & Advertising News, ET BrandEquity

A picture of the ad

XYXX launched its new campaign with comedian Raunaq Rajani.

Produced by The Yellow Umbrella Films, this film sets the context for World Underwear Day and challenges the machismo typically associated with loungewear marketing and advertising.

Directed by Raihan Muhimutle and written by Chinmay Mhatre, the film kicks off in a studio setting with a director telling a script to the commercial’s protagonist, both played by Rajani, in dual roles. The director highlights the characteristics of underwear through scenes that reflect the pseudo-machismo usually depicted in loungewear commercials.

Juxtaposed against this, the actor makes an emotional appeal, essentially sharing the point of view and the plight of the underwear. Appreciating her as a true and constant support in a man’s life, the protagonist continues to deliver his monologue with a myriad of pop culture references.

It brings out the elements of underwear by highlighting its softness like genZ feelings, its stretchiness like a filmmaker’s direction, clean like its browser history, and stylish like restaurant plates, thus bringing back the real character of an undergarment. In its true spirit, the campaign highlights the characteristics of underwear and concludes with XYXX telling it as it is, paying tribute this World Underwear Day to the most constant support in your life.

Rajani said, “I thought this video was a great way to get the message out from an underwear’s perspective about what underwear can really deliver – being soft, stretchy and supportive. The team at XYXX were phenomenal in the way they gave me creative freedom and the result is a hilarious movie for all to enjoy.

Petal Gangurde, Head of Culture and Brand, XYXX, said, “Branded content can quickly become super boring or preachy as soon as there’s a holier-than-you attitude or a product-selling spiel. Raunaq Rajani has a refreshing voice and he brought it to the narrative. The fact that he loved the idea from the start and the way he continued to improvise on set was amazing and really elevated the sketch.”

Watch the ad here:

The brand unveiled a new campaign in an effort to break free from stereotypical dating rules and commemorate Fresh Breath Day.

The campaign aims to inspire farmers and housewives to free themselves from their misery of being dependent on others for their livelihood. The advertisements imply that people can make a decent living by learning a new skill.


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