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DaMensch encourages men to own their emotional self with new campaign, #SoSoft

Men’s innerwear brand DaMensch has launched a new campaign titled #SoSoft, which throws light on men’s emotions. The 30 day campaign by the brand encourages men to own their soft side and it is capturing it in a series of videos, released as a part of the drive, the company announced in a release on Monday.

“Instead of being preachy about the issue, the campaign appears funny and humorous, even as it asserts that it’s perfectly alright to not hold up for once. In the campaign videos, men can be seen getting emotional, even crying, on instances like Team India winning a cricket match, thereby donning their vulnerable self without any inhibition,” said Anurag Saboo, co-founder, DaMensch.

DaMensch started the campaign on 1st September, 2023, and it would be sustained for a month’s time till September 30, 2023, with amplification on different platforms, including YouTube, Facebook and Instagram. A total of three videos are slated to be released during the course of the campaign, each driving across the point that men may also get over emotional on seemingly normal situations, the release added.

This comes just months after DaMensch initiated the #MadeForAdults campaign, which urged men to give up less-than-functional innerwear and instead opt for superior quality along with effortless comfort. The campaign aimed to celebrate everything about adulthood, for instance growing up from quirky boxer shorts.

Founded in 2018 by Anurag Saboo and Gaurav Pushkar, D2C (direct-to-consumer) brand DaMensch aspires to make premium sustainable clothing accessible to people. The brand offers a range of innerwear, loungewear, topwear and bottomwear for men, while promising high durability, long-lasting colours and comfort. Its products are available across major e- commerce platfroms as well as company website.

Headquartered in Bengaluru, In February 2022, DaMensch raised Rs 122.5 crores in Series B funding, led by A91 Partners and its Series A investors – Matrix Partners, Saama Capital, Whiteboard Capital and Alteria Capital. It recently crossed the 1 million unique consumers mark.

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