Underneat, the mass premium shapewear and innerwear brand founded by Kusha Kapila and Vimarsh Razdan, has launched its first major summer campaign, ‘Life When I’m Offline’. The campaign focuses on the growing preference among Millennials and Gen Z consumers for offline social experiences and highlights the role of comfortable innerwear in enabling everyday activities.
The campaign film showcases women participating in a range of social and recreational activities, including sip-and-paint sessions, board game nights, vision-boarding workshops, pottery classes, badminton games, karaoke gatherings, pizza-making, and café visits. Through these scenarios, the campaign aims to position innerwear as a functional category that supports comfort and confidence throughout the day.
As per the brand, Life When I’m Offline features several of Underneat’s existing bestselling products along with newly launched candy coloured styles, including the Pink Minimizer Bra, Strapless Butt Lifting Bodysuit, and Short Sleeve and Long Sleeve Bodysuits. The collection is designed to offer flexibility and comfort across different occasions and activities.
The campaign comes as Underneat continues to expand its presence in India’s innerwear and shapewear market. Since its launch in April 2025, the brand has reported rapid growth and has achieved an annual recurring revenue (ARR) of Rs 200 crore within its first year of operations.
Underneat also reported 200% growth within six months of launching on Myntra, where it established a presence in the shapewear category. The brand is currently available across multiple online platforms, including Nykaa, Amazon, Blinkit, and its direct-to-consumer website.
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Kusha Kapila and Vimarsh Razdan, Co-Founder, said, “Summer is when women want to be out in the world – with their friends, trying new things, making memories. Life When I’m Offline is about that version of yourself: relaxed, present, and completely comfortable in what you’re wearing. Underneath exists for exactly those moments.”
