Blissclub has rolled out a campaign, launching the brand's new innerwear collection FreeDame. 

The campaign comprises a series of three films. 

The first film showcases women with wire cages around their chests, signifying the discomfort and pain caused by underwired bras throughout the day. The film culminates with women breathing a sigh of relief as they get rid of their cage-like bras the moment they reach home. 

In the second film, women are shown struggling with bra lines and panty lines and how these disrupt the clean look of their outfits, resulting in a struggle to choose what to wear. 

The third film addresses the pain and hassles that come with the alternatives that women use for support. 

What we think about it: Quirky, humourous, relatable and creative- the ads have it all. Usually, innerwear brands don't really talk about the issues women face but the ads address all the problems in a very innovative manner. The cage analogy, outfit hassles with visible lines and the pain and discomfort that comes with the innerwear alternatives, the films talk about it all and empowers women to break free from the issues caused by innerwear.

Minu Margeret, founder and CEO, Blissclub, said, “Blissclub is a brand built by women, for women and we believe that bras have been the corsets of the 21st century. Myself included, most women can’t wait to get home at the end of the day to get freedom from their bras. With FreeDame, our singular problem statement was to solve this. Each piece in the FreeDame collection is designed for 'every-body', every shape and size, offering a perfect balance of comfort, support, and invisibility. It’s unbelievable that women have metal wires digging into their skin throughout the entire day, that’s what underwires are. We wanted to completely re-engineer this, so all FreeDame Bras are designed for insane support, without the underwire —this is the innerwear you will never want to take off.”