The XYXX-KL campaign Rahul wants to escape his agony.

The premium men's lifestyle brand in India, XYXX, has launched a new and inventive campaign called Ultimate Undie-pendence, which features investor and brand ambassador KL Rahul. The campaign draws attention to a widespread problem that has been disregarded for too long: men's persistent discomfort with traditional cotton underwear, which has become accepted as a way of life.The ad, which was created by Talented and produced by First December Films, imagines a future society in which men are physically restrained by their undergarments and find it difficult to perform everyday chores because they are in constant discomfort.KL leads off the campaign. Rahul seemed bewildered by this society where males are uncomfortable and struggle with everything they do, including riding a bike, lifting weights at the gym, and even working. As soon as KL recognizes the issue, he places an order for everyone to receive XYXX TENCELTM Modal Micro-made underpants so they can all feel "Undie-pendence." Men can be seen grinning and celebrating their newfound "Azaadi" despite feeling uneasy. The brand film calls for "Undie-pendence," a captivating term that team Talented playfully devised to express a sense of emancipation and independence from discomfort caused by your innerwear. It is backed by a soundtrack created by Varkey specifically for the campaign.The ad highlights how wearing comfy underwear may significantly improve one's everyday lifestyle. The ultimate in comfort is provided by XYXX TENCELTM Modal Micro-made underwear, which is improved with AirMax, 4-way Stretch, and CloudSoft. Reiterating that a man will make the move and genuinely believe the underwear upgrade is important because of the exceptional comfort he will have in his XYXX TENCELTM Modal Micro-made underwear.

The goal of XYXX's campaign is to change attitudes and start a dialogue by encouraging men to consider the more advanced TENCELTM Modal Micro-made underwear rather than the conventional cotton varieties. The ad encourages men to switch by highlighting the sharp contrast between the restrictive environment of traditional underwear and the freedom that XYXX TENCELTM Modal Micro-made undewear offers. XYXX facilitates the shift to a more comfortable lifestyle by encouraging men to take the risk by providing samples and trials. With this campaign, XYXX hopes to improve men's daily comfort and well-being by addressing a common yet ignored issue."Your choice of underwear pretty much sets the tone for your entire day," says Petal Gangurde, Chief of Brand & Culture at XYXX, in response to the company's new film. Regretfully, the majority of men in India still don uncomfortable, ill-fitting plain cotton underwear.We had to get men to realize how bound and stuck they felt in their present underwear, which is how we came up with this extraordinarily rich concept of "Undie-pendence." We want men to break free from the stereotype that once they wear XYXX TENCELTM Modal Micro-made underwear, they will never go back to their former brand. This advertisement aims to dispel this notion.  Every man should be able to feel that incredible difference, as well as unmatched comfort and independence. Initially, the concept of externalizing comfort was a jest. Never before has anyone thought of underpants as cufflinks. Not even on the most peculiar websites! What began with us shooting pictures of