How Indian brand Damensch is looking to reinvent men’s innerwear advertising
The Indian men’s fashion brand Damensch has launched a quirky three-film brand campaign, ‘Innerwear Therapy’, conceptualized by the indie agency Talented and starring popular comedians Rohan Joshi, Adar Malik, Jordindian and Nirmal Pillai with their trademark humor.
The brand conducted a brand track study in March that provided insights into the factors influencing consumers’ innerwear purchase behavior. The brief to the recently launched creative agency was to then help establish Damensch as a premium innerwear brand by over-indexing on functionality and comfort with smart storytelling, shares Karthik.
Deepti Karthik, senior vice-president of marketing at Damensch, says: “We are hoping to be the torchbearers in the evolution of men’s innerwear advertising in India.”
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The films, therefore, eschew traditional advertising tropes in the hope of resonating with digital natives, says Karthik – for instance, each is 40-seconds or more rather than the now common 15-second ad, while the product is featured only in the product window and nowhere else.
PG Aditiya, co-founder at Talented, adds: “The campaign is a nod to scrappily-executed performance videos that do the heavy-lifting for the bulk of D2C Indian startups and flood our YouTube pre-rolls.”