The campaign kicks off with a visually stunning film featuring Rahul deep in thought during a pivotal moment during a match. The objective is to show that when Rahul is faced with an on field situation where he has to make a decision between the available right options, he does not give in to the hype that surrounds him and decides to do things his own way....

XYXX has launched a brand campaign featuring KL Rahul. The “Play Your Way” campaign features the cricketer in a series of films, conceptualised by The Womb, that urge viewers to tune out the noise and trust their instinct.

The campaign kicks off with a visually stunning film featuring Rahul deep in thought during a pivotal moment during a match, presented with a range of choices, each with a unique outcome and he chooses to cut out the noise and follow his own path

The objective is to show that when Rahul is faced with an on field situation where he has to make a decision between the available right options, he does not give in to the hype that surrounds him and decides to do things his own way.

The brand tone isn't preachy or prescriptive so the films are left open ended and intentionally do not showcase the decision Rahul finally makes, building intrigue and keeping viewers guessing, all the while pushing the viewer to choose the "Play your way" philosophy even in life situations off field.

Navin Talreja, founder, The Womb, said, “For a sportsman of KL's stature, it is so important to cut out all the noise, believe in his ability and trust his own instinct. That is exactly what we have tried to showcase in our communication. To add to this it was a conscious call to showcase KL Rahul wearing just an underwear when the whole category is actually shying away from this and discouraging it. In our mind this is actually what the brand stands for: Playing your way.”

Yogesh Kabra, founder, XYXX, said, “With the “Play Your Way” campaign, our aim is to encourage and applaud authenticity, people who chart their own path, steer clear of the naysayers and trust their instinct through all of life’s choices. There could not be a better face for the campaign than our ambassador - KL Rahul, who is the true embodiment of understated grit and courage. With the campaign we hope to drive culture in new, provocative ways that hopefully encourages people to always follow their instinct and be true to their most authentic selves.“

Rahul said, “The Play Your Way campaign is a testament to my journey as a sportsman. As much as the world sees me, what they don’t know about me is the honesty with which I have made every life decision. In a world filled with fake news and hype, where everyone has an ‘expert opinion’, I say this with zero disrespect to anyone that the idea simply suggests you tune out the noise and listen to your inner voice…and this holds true for everyone, no matter who they are or what they do.”