Underneat has launched a new out-of-home (OOH) campaign across Bengaluru to mark its availability on Myntra’s M-Now, using bra imprints as the central creative device.
The campaign features large-format billboards showing the back of a woman with a visible bra imprint, alongside the line “This is what’s happening behind your back.” The creative draws attention to common discomfort associated with strap lines, pressure marks and ill-fitting innerwear.
Co-founded by Kusha Kapila, Underneat positions itself around fit and everyday comfort. The campaign uses an everyday consumer experience to communicate the brand’s product proposition while challenging the normalisation of innerwear-related discomfort.
The OOH campaign also highlights Underneat’s availability on Myntra M-Now, with deliveries starting in 30 minutes. The association combines the brand’s comfort positioning with Myntra’s quick-commerce proposition.
Through the campaign, Underneat is using an unconventional OOH execution to build awareness of its product proposition while promoting its expanded availability through a quick-commerce platform.
