Underneat, the mass-premium innerwear brand co-founded by creator Kusha Kapila and fashion industry veteran Vimarsh Razdan, has launched Underwoman, a distinctive new brand campaign that turns everyday wardrobe struggles into a playful cinematic universe. Conceptualized by creative agency One Hand Clap, the multi-film series uses humor and imagination to reframe how women experience innerwear in their daily lives.

Set inside a whimsical “cupboard world” where clothes are living, emotional characters, the campaign taps into a familiar, culturally rooted guilt around unworn outfits that lack the right support. Rather than focusing on shaping or fixing the body, Underwoman positions innerwear as a seamless, invisible partner-one that enables confidence by simply working in the background.

The first film, titled Kavya’s Backless Dress, follows a dramatic monologue by a backless dress mourning its unfulfilled dreams of being worn outside the cupboard, whether to Bangkok, Bali or Bandra. In a moment of comic despair, the dress considers becoming a cleaning cloth. Srishti Dixit voices The Hat, the closet’s witty narrator and moral compass, who observes the chaos of forgotten garments. Salvation arrives when Kusha Kapila enters as Underwoman, delivering the perfect solution in the form of a backless bodysuit that finally lets the dress step into the world.

At the center of the campaign is Underwoman herself-a calm, assured presence whose superpower lies in solving problems, not fighting them. Reflecting Underneat’s core philosophy, the campaign highlights that confidence doesn’t come from correction, but from comfort and freedom.

The campaign will roll out across digital and social platforms, alongside key marketplaces including Nykaa, Myntra, Amazon and Blinkit.