New Delhi, June 10: Underneat, India’s fast-growing mass-premium shapewear brand founded by creator Kusha Kapila and fashion veteran Vimarsh Razdan, today launched its first major summer campaign, Life When I’m Offline. The campaign celebrates the growing movement among young Millennials and Gen-Z to step away from their screens and rediscover the joy of offline, in-person experiences with the right innerwear, making every moment effortless.
At the heart of the campaign are women coming together to enjoy the kinds of experiences that summer was made for: sip-and-paint evenings, board game nights, vision-boarding sessions, pottery classes, backyard badminton, karaoke, pizza-making, and café-hopping. Shot in warm, intimate tones, the film positions Underneat not as a product, but as a quiet enabler of confidence, the kind you feel when what you’re wearing just works.
Life When I’m Offline features Underneat’s bestsellers alongside its new Candy-colored launches: Pink Minimizer Bra, Strapless Butt Lifting Bodysuit, and Short- and Long-Sleeve Bodysuits. Each piece is designed to move with women, not against them, so whether the plan is an afternoon of pottery or a karaoke night that runs well past midnight, comfort is never a compromise.
“Summer is when women want to be out in the world – with their friends, trying new things, making memories. Life When I’m Offline is about that version of yourself: relaxed, present, and completely comfortable in what you’re wearing. Underneat exists for exactly those moments,” say Co-Founders Kusha Kapila and Vimarsh Razdan.
Life When I’m Offline marks a significant creative milestone for Underneat, which has moved quickly since its April 2025 launch and has established itself as a category leader. In just one year, Kusha Kapila and Vimarsh Razdan’s innerwear brand, Underneat, has become one of India’s fastest-growing D2C powerhouses, hitting a staggering ₹200 crore ARR. The brand achieved 200% growth within six months of its debut on Myntra, securing a leading position in the platform’s shapewear segment, and has demonstrated strong multi-platform momentum across Nykaa, Amazon, and Blinkit alongside its own direct-to-consumer website.
