Men’s lifestyle brand XYXX has unveiled a digital-first content series, History in Briefs, blending satire, pop culture, and product storytelling to launch its new Tactel innerwear line.
The weekly episodic series reimagines historical icons such as Leonardo da Vinci, William Shakespeare, and more as modern-day creators navigating contemporary formats. From GRWM-style videos to podcasts, the campaign places humour at its core while spotlighting XYXX’s moisture-wicking, 8x faster drying Tactel technology.
The debut film features Leonardo da Vinci preparing to paint the Mona Lisa on a sweltering summer day in Florence. With comic flair, Da Vinci reveals XYXX’s Tactel briefs, quipping, “Genius is one percent inspiration and ninety-nine percent sweat… but XYXX has just solved the ninety-nine percent.”
The second episode showcases Shakespeare in a modern podcast setup, answering age-old questions on love with trademark wit and drama before delivering a cheeky twist about the importance of staying dry.
Future episodes will bring to life Newton, Einstein, and other cultural icons, each tied to XYXX’s promise of comfort, technology, and individuality.
“With History in Briefs, we wanted to create more than just ads – it’s an interactive content universe where history’s greatest minds are reimagined with a modern twist. The series is cheeky, conversational, and built on qualities men identify with – exaggeration, humour, and individuality. At the same time, it seamlessly showcases XYXX’s innovation with Tactel underwear, engineered to dry 8x faster. It’s storytelling with a playful edge, designed to entertain first while letting the product speak through the narrative,” said Petal Gangurde, Chief of Brand and Culture, XYXX.
New episodes drop every Wednesday at 7 PM on XYXX’s Instagram and YouTube channels.
About XYXX
XYXX is a homegrown men’s lifestyle brand specializing in innerwear, loungewear, and athleisure. With a focus on premium fabrics, innovative technology, and accessible pricing, the brand is present across 22,000+ touchpoints in India, including leading MBOs, modern trade outlets such as Shoppers Stop, and exclusive stores in Mumbai. XYXX products are also available via its website (xyxxcrew.com) and leading e-commerce platforms including Amazon, Flipkart, Myntra, and Ajio, where it consistently ranks among the top three across categories.
