CNBC STORYBOARD18
Men's innerwear brand XYXX tackles gender double standards in new campaign XYXX's role-reversal campaign with creator Vir Saini crossed 5 million views in two days. Petal Gangurde, Chief of Brand and Culture at XYXX, said the film was inspired by observations around visible vest lines and everyday dressing.
AFAQS
Behind the brief: The making of XYXX’s ‘If Baniyans Were Bras’ campaign In a category long dominated by machismo and celebrity endorsements, XYXX chose social observation, humour and a baniyan with something meaningful to say. What if men faced the same scrutiny for visible vest lines that women often do for...
ADGULLY
Turning the lens around: India’s newest innerwear campaign challenges who gets to look What if men were judged for visible vest lines the way women have often been judged for visible bra straps? That’s the question at the heart of XYXX’s latest campaign, My Eyes Are Up Here – a witty role-reversal...
MEDIA BRIEF
XYXX partners with Vir Saini for role-reversal campaign ‘My Eyes Are Up Here’ What if men were judged for visible vest lines the way women have often been judged for visible bra straps? That’s the question at the heart of XYXX’s campaign, ‘My Eyes Are Up Here’ – a role-reversal...
