Blissclub, the homegrown brand redefining activewear for Indian women, has unveiled its latest campaign – ‘Bliss Police’ – a bold cultural statement that challenges long-held fashion norms and places comfort at the heart of style.
Video Link: https://www.youtube.com/watch?v=LlOMFa21ClU
For decades, women have been told to “suffer for style.” Blissclub’s ‘Bliss Police’ flips that script, calling out fashion’s biggest “crimes” – restrictive fits, mediocre fabrics, and clothes that prioritize aesthetics over comfort. Drawing inspiration from pop culture’s iconic crime-fighting trios, the campaign features influencers Barkha Singh, Sakshi Sindwani, and Rida Tharana as the “Bliss Police,” on a mission to redefine fashion from look-forward to feel-centric.
The campaign spans digital, in-store, and experiential activations – including a quirky ‘Fashion Crime Hotline’ – encouraging women to join the movement toward comfort-led fashion.
Minu Margeret, founder and CEO, Blissclub, said, “We’ve spent years engineering fabrics that feel like a cloud – soft, supportive, and empowering. Every product takes over 18 months to perfect because true luxury isn’t about how you look; it’s about how you feel. Bliss Police is our way of declaring that comfort is the new couture.”
Sushma R Rao, head of marketing, added, “Clothes live on our skin and shape our moods every day. Yet, fashion has long been visual-first. With Bliss Police, we’re flipping the narrative – fashion should be experience-obsessed, not image-obsessed.”
The campaign also marks Blissclub’s evolution from a performance-focused activewear brand to a movement-driven fashion label, celebrating craftsmanship, storytelling, and a healthy dose of playful rebellion.
