Underneat launches ‘Underwoman’ campaign with Kusha Kapila
Underneat introduces Underwoman, a cinematic cupboard-world campaign turning everyday outfit struggles into humor while spotlighting comfort-led innerwear solutions.
Prakhar
Underneat, the mass-premium innerwear label founded by Kusha Kapila and Vimarsh Razdan, has rolled out Underwoman, a new brand platform that converts familiar wardrobe frustrations into a playful cinematic universe. The idea places garments inside a dramatised “cupboard world,” where forgotten outfits carry ambitions, disappointments and personality.
Instead of presenting innerwear as something that reshapes the body, the campaign frames it as quiet infrastructure — a solution that works in the background so women can move through their day with ease. The storytelling leans into humour while still addressing a deeply relatable tension: the guilt of not wearing certain clothes because the right support system is missing.
The first film, titled Kavya’s Backless Dress, follows a distressed outfit mourning all the places it has never travelled — Bangkok, Bali, even Bandra. Ready to abandon its glamorous dreams, the dress considers resigning itself to life as a pocha. Observing the chaos is The Hat, portrayed by Srishti Dixit, who plays narrator, entertainer and emotional anchor of the wardrobe.
The narrative shifts when Kapila appears as Underwoman. She arrives not as a superhero battling villains but as a calm problem solver, presenting a backless bodysuit that finally enables the dress to step out into the world. The moment mirrors the brand’s product philosophy: confidence does not need spectacle, it needs compatibility.
In a joint statement, the founders said innerwear remains one of the most personal yet least discussed contributors to how people feel in their clothes. The intention behind Underwoman, they noted, is to acknowledge those everyday negotiations and replace them with comfort and freedom.
The creative approach was developed by One Hand Clap, written by Manaswi Mohata and directed by Devika Chaturvedi at Crazy Few Films. The treatment uses heightened drama and absurdity, while the insight remains grounded in daily life.
The campaign will run across digital and social channels and extend to marketplace partners including Nykaa, Myntra, Amazon and Blinkit.
With Underwoman, Underneat is building a long-term narrative universe where the real victory is not transformation, but relief.
