Kusha Kapila and Srishti Dixit showcase closet frustrations in Underneat’s Underwoman series

New Delhi: Innerwear brand Underneat has introduced a new campaign titled Underwoman, featuring co-founder and actor-creator Kusha Kapila.

The campaign presents everyday wardrobe challenges through a fictional narrative set inside a cupboard, where garments are portrayed as characters navigating clothing-related frustrations. 

The first film in the series, Kavya’s Backless Dress, follows a dress that remains unworn due to lack of suitable support, with Kapila appearing as a problem-solving superhero figure.

The campaign has been created in collaboration with creative agency One Hand Clap, written by Manaswi Mohata and directed by Devika Chaturvedi of Crazy Few Films. Comedian and creator Srishti Dixit appears in the film as a hat character that narrates events within the wardrobe setting.

According to the company, the campaign explores the role of innerwear in everyday dressing routines and confidence, using humour and fictional storytelling. Additional films are scheduled to be released as part of the series over the coming weeks. The rollout is planned across digital and social platforms, along with marketplace partners including Nykaa, Myntra, Amazon and Blinkit.

"Innerwear is such an intimate part of our everyday lives, yet we rarely talk about how much it affects our confidence," said co-founders Kusha Kapila and Vimarsh Razdan.

"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."