Vicky Kaushal introduces ‘A New Feeling' in DaMENSCH's latest campaign

The campaign establishes that the comfort of wearing a Damensch cannot be explained in words and needs to be felt to be understood.

DaMENSCH, a men’s innerwear and athleisure brand, has joined forces with Vicky Kaushal to launch a first of its kind music video ad campaign. Centered on the theme ‘DaMENSCH is a new feeling,’ the campaign establishes that the comfort of wearing a Damensch cannot be explained in words and needs to be felt to be understood.

The video kicks off with upbeat music inspired by the legendary R.D. Burman. However, it progresses with a surprise that one wouldn’t have ever guessed- the lyrics are gibberish.

DaMENSCH’s new campaign also brings a freshness, away from the traditional machismo-led ads that we’re used to seeing in the innerwear segment. With this, the brand and Vicky Kaushal come together to celebrate comfort, confidence, and self-expression.

Expressing his feelings about this campaign, Vicky Kaushal said," When the campaign idea was pitched to me, I was very happy to see a fresh and a different approach that represents a new age brand that DaMENSCH is . This new feeling is something you all need to experience to understand what we are trying to say through visuals."

Speaking about the campaign, Anurag Saboo, co-founder of DaMENSCH, said, "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."