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DaMENSCH releases ‘A new feeling’ campaign featuring Vicky Kaushal

Men’s athleisure and innerwear brand DaMENSCH teamed up with Vicky Kaushal to introduce a music video ad campaign. Titled ‘DaMENSCH is a new feeling,’ the campaign aims to convey the comfort of wearing DaMENSCH products through a unique musical experience.

“Our customers often struggled to describe how amazing they felt in a DaMENSCH, which sparked the idea for this ad. Comfort is an experience that needs to be felt, it is beyond words. Vicky Kaushal, known for his confidence and comfort in his individuality, is the perfect face for this campaign, and we’re thrilled to collaborate with him,” Anurag Saboo, co-founder, DaMENSCH said.

The campaign kicks off with music inspired by R.D. Burman and features lyrics that are intentionally indescribable, mirroring the ineffable comfort of DaMENSCH products. Departing from traditional machismo-focused advertisements in the innerwear segment, the campaign celebrates comfort, confidence, and self-expression.

“When the campaign idea was pitched to me, I was very happy to see a fresh and different approach that represents a new age brand that DaMENSCH is,” Bollywood actor Vicky Kaushal said.

Founded in 2018 by Anurag Saboo and Gaurav Pushkar, DaMENSCH has grown to become the third-largest men’s essentials brand in the country. Known for innovative fabrics and designs that prioritise comfort and functionality, DaMENSCH boasts a cult following among over 1 million consumers and holds the highest rating among innerwear brands on various marketplaces.

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