XYXX, a men’s loungewear brand, has launched "Ultimate Undie-pendence", a new campaign featuring brand ambassador and investor KL Rahul.
The campaign's central pitch is around "men's enduring discomfort with conventional cotton underwear having been normalised as a way of life", and how that needs to change.
Conceptualised by Talented and produced by First December Films, the campaign portrays a dystopian world where men are physically shackled by their underwear, struggling with basic tasks due to perpetual discomfort.
