Ad Campaigns
XYXX launches new campaign with KL Rahul
Mumbai: XYXX, India’s Premium men’s lifestyle label, launches Ultimate Undie-pendence, a new innovative campaign featuring brand ambassador and investor, KL Rahul highlighting a pervasive issue that has long been overlooked: men’s enduring discomfort with conventional cotton underwear, which has been normalized as a way of life.
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.
The campaign opens with KL Rahul looking perplexed at this world where men are going about their day in discomfort and are struggling at every step – be it riding a bike, lifting weights at the gym, or even being able to work. Once KL acknowledges the problem, he immediately orders XYXX TENCEL™ Modal Micro-made underwear for all so they can experience “Undie-pendence,”. We can see men grooving and rejoicing in their newfound ‘Azaadi’ from discomfort. Backed by a soundtrack produced by Varkey exclusively for the campaign, the brand film calls is a call for Undie-pendence, a compelling term Team Talented has playfully coined to describe a state of liberation and freedom from discomfort caused by your innerwear.
The campaign emphasizes the transformative impact and importance of comfortable underwear on one’s daily experience. XYXX TENCEL™ Modal Micro-made underwear is the last word in comfort, enhanced with AirMax, 4-way Stretch and CloudSoft. Re-emphasizing that the superlative comfort a man will experience in his XYXX TENCEL™ Modal Micro-made underwear will ensure he makes the switch and truly feels the underwear upgrade.
XYXX’s initiative aims to spark conversation and shift perceptions, urging men to explore new-age, superior TENCEL™ Modal Micro-made underwear over traditional cotton. By showcasing the stark contrast between the constrained world of traditional underwear and the freedom XYXX TENCEL™ Modal Micro-made underwear offers, the campaign prompts men to make the switch. XYXX encourages men to leap by offering trials and samples, facilitating the transition to a more comfortable lifestyle. Through this campaign, XYXX strives to solve a prevalent yet overlooked problem, enhancing men’s everyday comfort and well-being.
Commenting on the new brand film, XYXX chief of brand & culture Petal Gangurde 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.
“The idea of externalizing 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!” – Talented creatives Devargh Mukherjee and Sohan Ray.
“Bringing alive the feeling of relief from uncomfortable underwear had to be as exciting as externalising it with underwear cuffs. So we imagined a Nolan-esque dystopian sequence where thousands of underwear get pulled away from their hands, get sucked into the sky, and a gazillion XYXX packs rain right into their palms,” said First December Films director Shiv Parameswaran, The campaign extends beyond the film, integrating innovative outdoor ads leveraging OOH through buses and trains and on-ground activations fostering impactful extensions and engagement in a receptive environment. This will be further amplified through a pan-India BTL activation that reinforces its commitment to diverse demographics, ensuring broad visibility.
XYXX’s latest campaign marks a groundbreaking stride in revolutionizing innerwear advertising. By shifting away from tired stereotypes and showcasing the relatable experiences of everyday individuals, XYXX invites consumers to reconsider their choice of innerwear. With a focus on comfort, quality, and style, XYXX’s innovative approach encourages people to make the switch to superior innerwear, providing a tangible u
pgrade to their daily lives.
Featured in this campaign, XYXX announces the addition of its cool, new Volt collection to best sellers in TENCEL Modal Micro like Illuminati, Urbane, Flux and Dualist among others.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
