DaMensch launches 'adult' inner wear campaign

Men’s inner wear brand DaMensch has launched a new ‘adult’ campaign to promote its latest collection of ‘grown up’ briefs. The brand has launched a fashion film in the style of movies by director Wes Anderson to hop on the popular social media trend.

DaMensch’s new ‘Made for Adults’ campaign is designed to inspire men to embrace its ‘adult’ inner wear through a comedic narrative which shows a clown facing a variety of unfortunate situations due to his infantile choice of underwear, the brand announced in a press release. Showing that global social media trends are becoming increasingly important in the Indian retail market, the film is styled in Anderson’s signature pastel hues and set to a whimsical soundtrack to emulate the current viral trend. The lack of dialogue not only follows the ‘Wes Anderson’ trend template, it is also designed to enable shoppers from diverse backgrounds to connect with the message of the commercial.

“Once you wear a DaMensch, it’s not easy to go back… this is what our customers swear by and tell us,” said the brand’s co-founder Anurag Saboo in a press release. “We thought a good story that can grab the attention of grown-up men and remind them to allow their inner wear to also grow up would be fun and quirky. The #MadeForAdults campaign intends to wake men up to choose premium, inner wear that’s crafted with innovation and delivers superior comfort and functionality. With of course, grown up designs.”

DaMensch launched in 2018 as a direct-to-customer inner wear brand and the label has expanded its product offering to include lounge wear. DaMensch plans to continue to expand its product range to become a men’s lifestyle brand and also plans to continue to increase its commitment to sustainability such as by using paper packaging over plastic.

DaMensch launches 'adult' inner wear campaign

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