What it had to solve
Underneat, the mass-premium innerwear brand co-founded by creator Kusha Kapila and fashion veteran Vimarsh Razdan, needed a first-of-its-kind brand campaign for an intimate product people rarely discuss.
How it works
One Hand Clap conceived the multi-part series, written by Manaswi Mohata and directed by Devika Chaturvedi at Crazy Few Films: 'Kavya's Backless Dress' weeps over unfulfilled dreams of Bangkok, Bali or even Bandra until Kusha Kapila's Underwoman swoops in on her top drawer with a backless bodysuit, while Srishti Dixit's Hat narrates the closet's daily drama.
What it did
The campaign launched across digital and social platforms and marketplace partners including Nykaa, Myntra, Amazon and Blinkit; no results figures were given.
Background
In February 2026, Underneat — the mass-premium innerwear brand founded by creator Kusha Kapila and fashion veteran Vimarsh Razdan — unveiled 'Underwoman', a campaign that transforms everyday wardrobe struggles into a cinematic universe set in a 'cupboard world' where clothes are living characters filled with drama and dreams.
In the first film, 'Kavya's Backless Dress' is in tears over unfulfilled dreams of seeing the world — Bangkok, Bali, or even Bandra — and signs up to be a pocha in desperation. The Hat, played by comedian Srishti Dixit, serves as the closet's compere and moral compass, until Kusha Kapila arrives as Underwoman, swooping in on her top drawer with a backless bodysuit that finally lets the dress fulfil her destiny.
The founders framed the idea: innerwear is an intimate part of everyday life that rarely gets talked about, and 'when you feel comfortable underneath, you don't need fixing. You just need freedom.' Conceptualised by One Hand Clap with Manaswi Mohata writing and Devika Chaturvedi directing at Crazy Few Films, the female-led campaign is built on real observation, with Underwoman's superpower being solving problems rather than fighting them.
Why it lands
Clothes as characters literalises the everyday drama of outfits that need the right support.
Underwoman's superpower is solving problems, not fighting — mirroring the product promise.
A female-led writer-director team keeps the humour built on real observation.
Founder Kusha Kapila playing Underwoman fuses creator credibility with the brand story.
What you can take
Make the product the hero's sidekick, not the body's corrector: when the clothes get the storyline, the confidence message sells itself.
Since then
The multi-part series launched across digital, social and marketplaces including Nykaa, Myntra, Amazon and Blinkit; no campaign results were reported.
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