Mumbai: Underneat, India’s fast-growing mass-premium innerwear brand co-founded by creator Kusha Kapila and fashion industry veteran Vimarsh Razdan, has unveiled Underwoman, a new brand campaign that humorously addresses everyday wardrobe struggles through a cinematic storytelling lens.
The campaign introduces a fictional “cupboard world” where clothes are brought to life as expressive characters grappling with unrealised potential due to lack of the right innerwear support. Moving away from conventional narratives around fixing or reshaping the body, Underwoman positions innerwear as a seamless, invisible partner that enables comfort, freedom, and confidence in everyday dressing.
The first film in the multi-part series, titled ‘Kavya’s Backless Dress’, features a backless dress lamenting its inability to step out of the cupboard due to inadequate support. Comedian and content creator Srishti Dixit plays The Hat, the closet’s narrator and observer of the daily drama. The film culminates with Kusha Kapila appearing as Underwoman, delivering a functional solution in the form of a backless bodysuit that allows the dress to finally fulfil its purpose.
At the centre of the campaign is Underwoman — a composed, problem-solving presence whose superpower lies in eliminating friction rather than creating spectacle. The character reflects Underneat’s core proposition of empowering women through thoughtfully designed innerwear that integrates effortlessly into daily life.
Commenting on the campaign, co-founders Kusha Kapila and Vimarsh Razdan said, “Innerwear is such an intimate part of our everyday lives, yet we rarely talk about how much it affects our confidence. Underwoman is about those silent moments when you just want your clothes to work with you, not against you. Underneat is built on the belief that when you feel comfortable underneath, you don’t need fixing. You just need freedom.”
The campaign has been conceptualised by creative agency One Hand Clap, written by Manaswi Mohata, and directed by Devika Chaturvedi under the banner of Crazy Few Films. Built on real consumer insights, the female-led narrative highlights the everyday discomforts women experience while getting dressed and positions Underneat as a practical, confidence-first solution.
Underwoman marks the first instalment in an ongoing series, with two additional films scheduled for release in the coming weeks. The campaign will be rolled out across digital and social platforms, as well as marketplace partners including Nykaa, Myntra, Amazon, and Blinkit.
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