XYXX has rolled out 'ultimate undie-pendence', a campaign featuring brand ambassador and investor, KL Rahul, which has been conceptualised by Talented. The campaign consists of a film that shows men's hands stuck which leads them to not be able to do anything with complete independence. Rahul observes that and has a solution - XYXX underwear. 

Once they get their hands on it, they find 'azaadi' (freedom) or 'undie-pendence'. 

What we think about it: While we see gym goers, cyclists and fitness enthusiasts, diverse body types could be included? After all, the brand does want to reach out to all Indian men, a fair few of them who would have a belly of sorts?

Petal Gangurde, chief of brand and culture, XYXX, said, “Your choice of underwear pretty much sets the tone for your entire day. It is a pity that most men in India even today continue to wear ill-fitting, uncomfortable basic cotton underwear. We had to make men sit up and take notice of how their current underwear makes them feel - stuck and shackled and that led us to this incredibly rich space of ‘Undie-pendence’. The one constant consumer feedback we have received over the years is that once someone wore an XYXX Tencel Modal Micro-made underwear, they were never going back to their previous brand and with this campaign we want men to break free from  We want every man to experience that superlative difference and to truly feel unparalleled comfort and undie-pendence."

Devargh Mukherjee and Sohan Ray, creatives, Talented, said, “The idea of externalising comfort started as a joke. No one has imagined underwear as cufflinks ever before. Not even in the weirdest parts of the internet! What started with us taking photos of underwear-tied hands from different angles, to seeing it take shape on an artboard, to finally seeing hundreds of actors sport it on screen, it has been an exciting journey. This sci-fi underwear musical is an example of how the smallest thought starters reach impossible creative lengths!” 

First December Films is the production house that's worked on the film and Shiv Parameswaran is the director.

Other than the film, the campaign also consists of OOH.