Damensch has rolled out a campaign titled ‘the innerwear therapy’ in a Christopher Nolan Esque-film style with an ad within an ad.
Conceptualised by Talented, the films feature Indian comedians Rohan Joshi, Adar Malik, the Jordindians (Vineeth and Nas), and Nirmal Pillai.
The three ad films aim to highlight the company’s mission of addressing the most neglected and challenging part of the male wardrobe – ‘The Innerwear’.
The first film begins with Malik on his couch watching television when he gets awestruck by a commercial that says, ‘soft, stretchy, odourless AF, The Innerwear Therapy collection by Damensch’. Joshi who is under a towel taking steam gets distracted by Malik’s curiosity, and asks does this ad have a macho man or a metaverse scene, or is there a celebrity comeback? Malik in frustration, replies, ‘when your innerwear has 7% elastane, a Supima-Modal blend, and odour cancellation tech…why do you need a celebrity?’ At this point, Joshi lifts the towel and agrees with Malik suggesting that, ‘Celebrities have become irrelevant these days!’ The film also showcases Malik and Joshi poking fun at conventional macho-istic men’s innerwear advertising.
The second film opens with Joshi wrapped in a towel on his sofa with Malik seated beside him watching the commercial by Damensch. While Joshi is surprised at Malik being intrigued by an ad that literally just says, ‘soft, stretchy, odourless AF’. While the film shows Malik defending the unseen ad, it zooms out to the living room of the Jordindians. As Nas checks out Damench’s website, Vineeth realises they are in the ad too, along with the Damensch logo and product window around them.
In the third film, we see Joshi surprised to get the Damensch ad again and again. The film then cuts to Vineeth and Nas also wondering why they are still seeing Joshi and Malik’s ad as they too have bought the collection already. Just then, Pillai also comes in, and says that he hadn’t bought the collection yet and gets a blaming stare from Jordindians. We are now in Pillai’s bedroom where he is seeing himself in the same Damensch ad along with Jordindians, finally understanding the concept – an ad within an ad within an ad.
The films aim to cultivate an innovative storytelling format that builds on product strength without even showing the product once.
Deepti Karthik, senior vice president, marketing, Damensch, said, “With the Innerwear Therapy campaign film, we have tried to create a perfect blend of subtle advertising with a pinch of quirkiness. At Damensch we have the largest innerwear collection and they are so comfortable that it almost feels like therapy. The ad film perfectly encapsulates how innerwear can excite the audience through creative advertising. It is important that we communicate with the audience in their language and through personalities, they relate with. Hence the essence of this campaign is brought alive by using India’s top comedians Rohan Joshi, Adar Malik, Jordindians and Nirmal Pillai. Their intelligent humour and niche audience set that they cater to allow our brand voice to resonate perfectly.”
PG Aditiya, co-founder, Talented, said, “The idea to do an ad inception has been in our heads for a while, inspired by tons of films and work from abroad. To combine that with even more meta-industry narratives was the icing on the cake. The whole series is a nod to scrappily-executed performance videos that do the heavy lifting for the bulk of D2C Indian startups and flood our YouTube pre-rolls. We buy what’s advertised not because of the ads, but usually because of how good the products actually are. As customers of Damensch ourselves, we could vouch for the products. So our question to Deepti and Siddharth from Damensch was simple – ‘Do you care about what your ads are? Or how do people react right after watching them?’ When they responded with the latter, we knew this idea had found its brand.”