Underneat Launches ‘Life When I’m Offline’ Campaign Celebrating Real-World Summer Moments
Underneat has launched its first major summer campaign, ‘Life When I’m Offline’, celebrating everyday experiences and comfort-led fashion as the shapewear brand continues its rapid growth.
SociapaHQ
Underneat, the shapewear brand, has launched its first major summer campaign, ‘Life When I’m Offline’, which celebrates everyday experiences and makes comfort a key part of modern lifestyles.
Created by the brand’s founder, creator Kusha Kapila and fashion entrepreneur Vimarsh Razdan, the latest campaign shifts from digital interactions to real-world moments and encourages women to embrace activities, friendships and experiences away from screens.
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Check out the campaign here:
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Celebrating Offline Living:
The campaign film shows women engaging in various social and recreational activities such as sip-and-paint nights, board game nights, pottery workshops, karaoke nights, vision-boarding classes, backyard badminton games and pizza-making nights and café outings.
The film, shot in warm setting displays Underneat’s shapewear and innerwear products in everyday scenarios, highlighting comfort, ease of movement and confidence.
The campaign taps into a rising consumer need to balance digital lifestyles with meaningful offline experiences, particularly among younger audiences.
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Showcasing New and Bestseller Products:
‘Life When I’m Offline’ features some of Underneat’s best-selling items as well as new arrivals including the Pink Minimiser Bra, Strapless Butt Lifting Bodysuit and Short and Long-Sleeve Bodysuits.
The collection has been created to provide comfort for different occasions, while offering functionality and versatility for everyday wear, the company said.
Commenting on the campaign, co-founders Kusha Kapila and Vimarsh Razdan said, “Summer is when women want to be out in the world with their friends, trying new things, making memories. Life When I’m Offline is about that version of yourself: relaxed, present, and completely comfortable in what you’re wearing. Underneat exists for exactly those moments.”
Growth Momentum Continues:
The campaign is part of Underneat’s continued rapid growth since its launch in April 2025.
The company said it has achieved an annual recurring revenue (ARR) run rate of Rs 200 crore and recorded 200% growth in six months of launch on Myntra.
Underneat is available on several online marketplaces like Nykaa, Amazon, Blinkit and Myntra, besides its direct-to-consumer platform.
With ‘Life When I’m Offline’ the brand is aiming to reinforce its positioning around comfort-first fashion, while connecting with consumers through relatable, lifestyle-led storytelling that goes beyond traditional shapewear marketing.
