Kusha Kapila, the influencer-turned-entrepreneur, has made a bold entry into the Indian innerwear market with her brand, UnderNeat. Teased through her Instagram series “What Are You Wearing Under?”, Kapila humorously addressed common innerwear challenges, resonating with a wide audience.
The campaign’s relatability and wit quickly garnered attention, amassing over 100K followers on UnderNeat’s Instagram even before the official launch. Within just two days post-launch, the follower count soared to 176K, highlighting the campaign’s effectiveness in building anticipation and community engagement.
Backed by Fireside Ventures and Mamaearth co-founder Ghazal Alagh, UnderNeat is poised to make a significant impact in the shapewear segment. The brand’s approach blending humor, cultural references, and personal anecdotes has successfully reframed the conversation around innerwear, making it more relatable and solution oriented.
Takeaway:
UnderNeat’s launch exemplifies the power of authentic storytelling and community building in brand marketing. By leveraging her personal brand and addressing real consumer pain points with humor and honesty, Kusha Kapila has set a new benchmark for influencer led brand launches in India.