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Tag: XYXX

  • XYXX launches new campaign with KL Rahul

    XYXX launches new campaign with KL Rahul

    Mumbai: XYXX, India’s Premium men’s lifestyle label, launches Ultimate Undie-pendence, a new innovative campaign featuring brand ambassador and investor, KL Rahul highlighting a pervasive issue that has long been overlooked: men’s enduring discomfort with conventional cotton underwear, which has been normalized as a way of life.

    Conceptualised by Talented and produced by First December Films, the campaign portrays a dystopian world where men are physically shackled by their underwear, struggling with basic tasks due to perpetual discomfort.

    The campaign opens with KL Rahul looking perplexed at this world where men are going about their day in discomfort and are struggling at every step – be it riding a bike, lifting weights at the gym, or even being able to work. Once KL acknowledges the problem, he immediately orders XYXX TENCEL™ Modal Micro-made underwear for all so they can experience “Undie-pendence,”. We can see men grooving and rejoicing in their newfound ‘Azaadi’ from discomfort. Backed by a soundtrack produced by Varkey exclusively for the campaign, the brand film calls is a call for Undie-pendence, a compelling term Team Talented has playfully coined to describe a state of liberation and freedom from discomfort caused by your innerwear.

    The campaign emphasizes the transformative impact and importance of comfortable underwear on one’s daily experience. XYXX TENCEL™ Modal Micro-made underwear is the last word in comfort, enhanced with AirMax, 4-way Stretch and CloudSoft. Re-emphasizing that the superlative comfort a man will experience in his XYXX TENCEL™ Modal Micro-made underwear will ensure he makes the switch and truly feels the underwear upgrade.

    XYXX’s initiative aims to spark conversation and shift perceptions, urging men to explore new-age, superior TENCEL™ Modal Micro-made underwear over traditional cotton. By showcasing the stark contrast between the constrained world of traditional underwear and the freedom XYXX TENCEL™ Modal Micro-made underwear offers, the campaign prompts men to make the switch. XYXX encourages men to leap by offering trials and samples, facilitating the transition to a more comfortable lifestyle. Through this campaign, XYXX strives to solve a prevalent yet overlooked problem, enhancing men’s everyday comfort and well-being.

    Commenting on the new brand film, XYXX chief of brand & culture Petal Gangurde said, “Your choice of underwear pretty much sets the tone for your entire day. It is a pity that most men in India even today continue to wear ill-fitting, uncomfortable basic cotton underwear.

    We had to make men sit up and take notice of how their current underwear makes them feel – stuck and shackled and that led us to this incredibly rich space of ‘Undie-pendence’. The one constant consumer feedback we have received over the years is that once someone wore an XYXX TENCEL™ Modal Micro-made underwear, they were never going back to their previous brand and with this campaign we want men to break free from  We want every man to experience that superlative difference and to truly feel unparalleled comfort and undie-pendence.

    “The idea of externalizing comfort started as a joke. No one has imagined underwear as cufflinks ever before. Not even in the weirdest parts of the internet! What started with us taking photos of underwear-tied hands from different angles to seeing it take shape on an artboard, to finally seeing hundreds of actors sport it on screen, it has been an exciting journey. This sci-fi underwear musical is an example of how the smallest thought starters reach impossible creative lengths!” – Talented creatives Devargh Mukherjee and Sohan Ray.

    “Bringing alive the feeling of relief from uncomfortable underwear had to be as exciting as externalising it with underwear cuffs. So we imagined a Nolan-esque dystopian sequence where thousands of underwear get pulled away from their hands, get sucked into the sky, and a gazillion XYXX packs rain right into their palms,” said First December Films director Shiv Parameswaran, The campaign extends beyond the film, integrating innovative outdoor ads leveraging OOH through buses and trains and on-ground activations fostering impactful extensions and engagement in a receptive environment. This will be further amplified through a pan-India BTL activation that reinforces its commitment to diverse demographics, ensuring broad visibility.

    XYXX’s latest campaign marks a groundbreaking stride in revolutionizing innerwear advertising. By shifting away from tired stereotypes and showcasing the relatable experiences of everyday individuals, XYXX invites consumers to reconsider their choice of innerwear. With a focus on comfort, quality, and style, XYXX’s innovative approach encourages people to make the switch to superior innerwear, providing a tangible u

    pgrade to their daily lives.

    Featured in this campaign, XYXX announces the addition of its cool, new Volt collection to best sellers in TENCEL Modal Micro like Illuminati, Urbane, Flux and Dualist among others. 

  • GOZOOP Group bags social media mandate for XYXX

    GOZOOP Group bags social media mandate for XYXX

    Mumbai: GOZOOP Group has bagged the social media and online reputation management mandate for the premium men’s comfort wear and innerwear, XYXX.

    With this association, XYXX aims to elevate its digital presence across markets.

    Currently, XYXX is motivating people to be true to themselves and follow their own instincts through the #PlayYourWay campaign leveraged on digital media featuring Indian cricketer KL Rahul. GOZOOP Group with their expertise has amplified the communication to a larger audience through the brand’s social media platforms.

    As part of the mandate, GOZOOP Group will be handling social media management duties as well as online reputation, customer support management for the brand. The team is responsible for building communities and recognition for the brand through social media with impactful creative assets.

    Speaking of this partnership, XYXX Apparels chief marketing officer Sonal Rai said, “We believe that a brand’s communication strategy and digital initiatives need to share a common vision and voice across all platforms. Trusting GOZOOP Group’s expertise, approach and experience in the digital world, we are ecstatic to have them as our digital agency.”

    Commenting on the win, GOZOOP Group India CEO Samrat Bedi, said “We are delighted to be partnering with a very collaborative and encouraging client on this fast growing comfort wear brand. XYXX’s brand ambitions are exciting and challenging — just the kind of mandate that we love taking up at GOZOOP.”

  • XYXX, the new-age men’s comfort wear brand brings marketing guru Shripad Nadkarni on board as mentor and investor

    XYXX, the new-age men’s comfort wear brand brings marketing guru Shripad Nadkarni on board as mentor and investor

    Backed by Sauce Vc and the mentorship of Govind Shrikhande, XYXX,  the leading homegrown industry player of the Indian men’s comfortwear market brought on board ace marketer Shripad Nadkarni, angel investor and co-creator of Paper Boat and Epigamia, Founder of Maverix Platforms, a cloud kitchen venture and former Vice President-Marketing of Coca Cola India. 

    Known for his remarkable journey with top companies like Johnson & Johnson and Coca Cola as well as several start-ups, Shripad Nadkarni will help sharpen and drive the XYXX brand as a mentor and investor. 

    Rapidly expanding and gaining traction with its focused omnichannel play, XYXX, the brainchild of Yogesh Kabra has seen early success on all fronts.

    Sharing his excitement on having a brand mentor, Mr Kabra comments, “Shripad is a force to reckon with in marketing and brand building so it is our honour and pleasure to have him in our corner. He is known for his fearless experiments with the brands he is affiliated with and we are excited to have him help build brand XYXX. 

     Mr Nadkarni on partnering with XYXX, "Yogesh and team are building a sound and scalable business and brand.  My goal is to help build a disruptive and memorable brand narrative while accelerating business growth. 

  • XYXX mandates social distance, suspends e-commerce website until further notice

    XYXX mandates social distance, suspends e-commerce website until further notice

    MUMBAI: Covid-19 has made us all sit up and realise how unpredictable the world we live in is.

    XYXX as a brand has always strived to be customer first and work towards serving their customers to the best of abilities. In this time of global pandemonium however, it is time to value human life and safety over all else.

    As citizens, while we expect the government to act swiftly, we need to realise that we are the carriers and no government can do anything if we don’t do our bit.

    XYXX has mandated corporate employees to work from home starting last week. The brand has ensured the best of safety and sanitation standards for manufacturing, packaging and back office teams.

    XYXX believes the need of the hour is for the delivery partners and personnel to also be home, safe with their families. While everyone has occupied the safety and comfort of home, XYXX supports their delivery partners by avoiding risking their lives just to fulfill their call of duty and getcustomers, their favourite products in time.

    Starting today, XYXX has made a statement that their website – https://xyxxcrew.com/ will be closed for online orders until the local government considers it safe to do so.

    While this would mean loss of business, the brand believes in their partners, employees and extended teams to be hale and hearty, XYXX ensures to bounce back with renewed vigour once this crisis is averted

    This premium apparels and innerwear brand will remain available on ‘support@xyxxcrew.com’  for any immediate queries striving to honour all commitments while prioritising the health, safety and economic security of every single person in employment with them.

    Addressing the pandemic, the brand stated, “This is unchartered territory for us, the country and the world at large. We can only rely on compassion and resilience to get through these times.  We thank you for your patience and cooperation. In our business – the front end delivery people like packaging staff and delivery personnel who still manage all this for customers are significantly impacted. We are trying our best to reach out and see how we can help them.”

    As all of us are aware of the Covid-19 crisis and the brand is confident everyone is already taking precautions, following advisories from WHO and respective governments. XYXX is in fulll support to be responsible and find a way to help others as well, especially the people on the frontline and the ones who could be on the social and economic fringes.