Underneat is moving beyond feature-led brand communication and into long-form storytelling with Likhe Jo Khat Tujhe, a 14-episode Instagram series marking the brand’s first association with the format.
The premium solution wear brand, co-founded by creator Kusha Kapila and fashion veteran Vimarsh Razdan, stars Kapila alongside veteran actor Sheeba Chaddha in the series, which follows an unlikely pen-pal friendship between two women.
Created and written by Namrata Wadhwani and directed by Raashi Priya Nahata, the series follows Anisha, a young woman in Mumbai, and Charu, a widow in Lucknow. Their lives intersect when a letter intended for an old friend lands at the wrong address.
The story is built around candid conversations between two strangers, a narrative that Underneat says reflects its belief in real lives, real emotions and no pretence. The move also marks a shift in how the brand approaches storytelling — creating content for a community that it hopes people will choose to watch, share and discuss on a platform where they already spend time.
“For us, this was an easy yes because the story is exactly what Underneat stands for: honest, relatable and unfiltered. Our community connects with real emotions far more than with polished messaging. Being part of a series like this lets us show up in a space our customers genuinely care about, and that builds a bond that goes well beyond a product,” says Kusha Kapila, Co-founder, Underneat.
Vimarsh Razdan, Co-founder, Underneat, adds, “A young brand earns its place by being present in the things people actually care about, not only by what it sells. Trust and loyalty come from being consistently relevant to your customer's life. Backing stories that reflect her world is part of building a brand that lasts.”
Likhe Jo Khat Tujhe is a Tulsea Original, produced by Tulsea and Versis Entertainment and executive produced by Moonwalk Motion Pictures, with Airbnb as location partner. The series premiered on Instagram on 30 September 2026.
