Blissclub has launched ‘Off The Clock’, a campaign fronted by internet personality Shrawan Chhetri, marking the brand’s entry into menswear with its new BareButter collection – spanning hoodies, quarter-zips and shorts.
Conceptualised in-house, the campaign centres on an ad film that steps away from the usual markers of masculinity – ambition, performance, hustle – to explore who a man is when he isn’t proving anything. The film follows Chhetri through quiet, unguarded moments: making coffee, losing himself in the slow work of writing. These small rituals build a picture of comfort as something more than loungewear – it’s the freedom to exist without an audience or expectations.
What stands out is the restraint. Rather than forcing BareButter into the frame as a product pitch, the film lets comfort emerge through Chhetri’s off-duty self, giving the collection a human anchor instead of a hard sell.
Viswanathan V, CBO, Blissclub, said the brand wanted to bring its signature fabric and philosophy of ease into menswear by asking “who are you when nobody is asking anything of you?” He described ‘Off The Clock’ as capturing the man who “doesn’t need to perform, and doesn’t need to have anything to prove,” calling BareButter a representation of comfort reserved for the parts of life that belong entirely to the individual.
With this launch, Blissclub extends its comfort-first positioning beyond its women’s-first roots, betting that an understated, ritual-led narrative will resonate more than a conventional menswear pitch built on strength or status.
