CE DESK Underneat unveils bold ‘Underwoman’ campaign with co-founder Kusha Kapila as superhero solving wardrobe woes, transforming innerwear guilt into confident style freedom.
Underneat, India’s mass-premium innerwear brand co-founded by creator Kusha Kapila and fashion veteran Vimarsh Razdan, has launched the innovative ‘Underwoman’ campaign – a cinematic universe where clothes battle daily drama. The multi-film series humorously depicts a “cupboard world” of living garments, with Kusha as Underwoman swooping in to solve real innerwear struggles like supporting backless outfits.
In the debut film ‘Kavya’s Backless Dress’, a tearful dress dreams of Bangkok adventures but fears slipping out. Comedian Srishti Dixit voices The Hat as closet compere, while Underwoman delivers the perfect backless bodysuit solution. Rather than body compression, the campaign champions seamless innerwear that empowers women to wear anything with quiet confidence.
Conceptualized by One Hand Clap (Manaswi Mohata), directed by Devika Chaturvedi at Crazy Few Films, the female-led narrative flips traditional ads by focusing on clothes’ “dreams” over body fixes. Kusha Kapila embodies Underwoman’s superpower: problem-solving amid chaos, mirroring Underneat’s promise of comfort under sarees or bodycon.
“Innerwear is such an intimate part of our everyday lives, yet we rarely talk about how much it affects our confidence,” said co-founders Kusha Kapila and Vimarsh Razdan. “Underwoman is about those silent moments when you just want your clothes to work with you, not against you. Underneat is built on the belief that when you feel comfortable underneath, you don’t need fixing. You just need freedom.”
