XYXX with KL Rahul use sci-fi underwear musical to highlight ‘Undie-pendence’

Delhi: XYXX, India’s men’s lifestyle label, launched Ultimate Undie-pendence, a new campaign featuring brand ambassador and investor, KL Rahul highlighting men's enduring discomfort with conventional cotton underwear, which the brand believes, has been normalised 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 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 being able to work. Once Rahul acknowledges the problem, he orders XYXX Tencel Modal Micro-made underwear for all so they can experience "Undie-pendence,.”

The film shows men grooving and rejoicing their newfound ‘Azaadi’ from discomfort. Backed by a soundtrack produced by Varkey exclusively for the campaign, the brand film is a call for Undie-pendence, a term team Talented has coined to describe a state of liberation and freedom from discomfort caused by their innerwear. 

Commenting on the new brand film, 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 at 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, has been an exciting journey. This sci-fi underwear musical is an example of how the smallest thought starters reach impossible creative lengths!”

Shiv Parameswaran, Director at First December Films, said, “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.”