DaMENSCH & Vicky Kaushal groove in new innerwear campaign

DaMENSCH, a leading men's innerwear and athleisure brand, has teamed up with Bollywood actor Vicky Kaushal for a unique music video ad campaign. The campaign, titled "A New Feeling," focuses on the indescribable comfort of wearing DaMENSCH innerwear.
The ad features upbeat music inspired by the legendary R.D. Burman, but with a surprising twist - the lyrics are nonsensical. This, according to DaMENSCH, reflects the fact that the feeling of comfort with their products is beyond words.
Marking a departure from traditional, macho innerwear ads, the campaign celebrates comfort, confidence, and self-expression.

Vicky Kaushal expressed his enthusiasm for the campaign's fresh approach, stating: “When the campaign idea was pitched to me, I was very happy to see a fresh and a different approach that represents a newage brand that DaMENSCH is. This new feeling is something you all need to experience to understand what we are trying to say through visuals."
Anurag Saboo, co-founder of DaMENSCH, echoed this sentiment, explaining that the inspiration for the campaign came from customers struggling to describe how comfortable they felt in DaMENSCH products. "Comfort is an experience that needs to be felt, it is beyond words," Saboo said. He also praised Kaushal's confidence and individuality, making him a perfect fit for the campaign.
The campaign is set to break new ground in innerwear advertising, inviting viewers to join DaMENSCH and Vicky Kaushal in embracing a new era of comfort and excitement.