Ahmedabad: Ranjit Innerwear has launched its new campaign, ‘Janhit Mein Ranjit’, featuring brand ambassador Ayushmann Khurrana, as the company looks to reposition itself as a comprehensive innerwear brand beyond its long-standing association with baniyans or vests.
The campaign addresses a key consumer perception challenge, where the brand is primarily identified with its vest category despite offering a broader portfolio that includes briefs, trunks and other men’s innerwear essentials.
Conceptualised by Zero Gravity Communications, the campaign draws inspiration from the familiar language of ‘Janhit Mein Jaari’ public-interest messages and uses humour, culturally rooted storytelling and slice-of-life situations to communicate the brand’s wider identity. Through the campaign, Ranjit positions itself as a “top-to-bottom” innerwear brand catering to everyday Indian men.
The campaign marks a strategic evolution for the brand, which has built its presence in the Indian innerwear market over more than five decades through its focus on comfort, quality and reliability. The company said it now aims to strengthen awareness around its wider product portfolio in line with changing consumer preferences and lifestyle trends.
Speaking about the campaign, the Marketing Manager of Ranjit Innerwear said, “The ‘Janhit Mein Ranjit’ campaign reflects our efforts to strengthen consumer awareness around our existing and expanding product portfolio while retaining the legacy and trust associated with the Ranjit brand.”
Ayushmann Khurrana, who has been associated with the brand since 2019, said, “I have been associated with Ranjit since 2019, and what I feel for this brand goes beyond a professional relationship. It is a genuine sense of pride. Ranjit is a 50-year-old legacy, and that kind of trust is never built overnight. What excites me most about ‘Janhit Mein Ranjit’ is that we are finally telling the complete story of the brand. People know the vest, but Ranjit is much more than just that, and this campaign is our way of introducing India to the full picture.”
Commenting on the campaign strategy, Khushboo Sharma said, “The objective was to expand the brand’s identity without disrupting the trust it has built over generations.”
“Ranjit is one of those rare brands that enjoys genuine affection from consumers, but that association had largely remained limited to one legacy product category. Our approach was to evolve the conversation in a way that felt warm, honest and deeply Indian. ‘Janhit Mein Ranjit’ has been designed as a culturally familiar and relatable campaign that introduces consumers to the brand’s wider innerwear portfolio.” she said.
The company stated that ‘Janhit Mein Ranjit’ is envisioned as the beginning of a larger content-led campaign series that will continue to explore various aspects of the brand through relatable storytelling formats.
With Ayushmann Khurrana continuing as the face of the brand, Ranjit aims to deepen engagement with younger consumers while reinforcing its positioning as a trusted everyday innerwear brand for Indian men.
View this post on Instagram
