Xyxx's has rolled out a campaign, 'If Baniyans Were Bras', which flips the script on societal perceptions by placing baniyans under the same lens of judgment and discomfort that bras have long been subjected to, creating a thought-provoking commentary on gendered attitudes.

Featuring content creators Anuj Gupta and Vir Bhaan Saini, comedian Prashasti Singh, the campaign centres around an ad film set in a parallel universe where baniyans are subjected to the same scrutiny often faced by bras. It opens with a father scolding his son for leaving his baniyan out to dry, deeming it embarrassing. The film then follows a series of role-reversal scenarios: a man attracting unwanted attention on a bus because the outline of his vest is visible through his shirt, a saleswoman subtly suggesting the right baniyan size, and a girlfriend accusing her partner of seeking attention by wearing a bright green vest and then hiding it. The film concludes with the introduction of Xyxx's new seamless vest, before the bus passenger cheekily tells the women staring at him, "My eyes are up here."

What we think about it: By turning the spotlight onto men, the brand delivers a sharp and engaging commentary on the judgments women routinely navigate. The film's humour, familiar situations and role reversals make for an entertaining watch that leaves its message hard to ignore. However, the social commentary occasionally takes a back seat to the product integration, making the ending feel more promotional than provocative.

The campaign was released on Instagram on 6 June.