Blissclub has entered the menswear category with a digital campaign aimed at both women and men, marking its expansion beyond womenswear.
The brand, which built its business around movement-focused apparel for women, is introducing a menswear range that includes pants, jackets, polos and tees. To support the launch, Blissclub has released two separate series of four films, each targeting a different audience.
The campaign strategy is based on differing digital behaviours and purchasing influence. Instead of a single commercial, the company has developed two distinct creative approaches.
The first series, titled “Wardrobe Intervention”, targets the brand’s existing female customer base, referred to as “Blissqueens”. The films depict women replacing their partners’ ill-fitting clothing with Blissclub products, reflecting the influence women can have on men’s wardrobe choices.
The second series, “Naked Truth”, is aimed at men. The films use visual humour to convey the brand’s core comfort proposition. In the scenarios, men appear almost underdressed in everyday settings such as boardrooms, pre-wedding meetings and retail stores. The message centres on the line: “Feels like Nothing, Looks like Everything.”
The campaign introduces what the company calls its Legendary Collection.
In her comments, the brand’s Founder, Minu Margaret said, “With this campaign, we wanted to tell two very different stories. One is a playful nod to the influence women have over men’s style, and the other is a visual concept-led amplification of comfort. By using humor and visual exaggeration, we’re landing a massive functional benefit: that once you wear Blissclub, everything else feels like a compromise."
Sushma R Rao, Head of Marketing shared her thoughts, “Our storytelling is tailored to how people actually scroll: fast, looking for a laugh, and staying for the 'wow' factor of a product. By building for “the hook”, we’re landing a functional truth in a way that is instantly engaging."
The launch is supported by additional marketing assets across digital and retail channels, including landing pages on the brand’s web app, static imagery for performance marketing, video assets and in-store visuals. The company said the aim is to ensure visibility across online and offline consumer touchpoints.
