The partnership would facilitate virtual therapy for men seeking assistance and expert guidance with respect to their mental health concerns.

The 30-day campaign by the D2C essential menswear brand DaMENSCH encourages men to own their ‘soft’ side in a series of videos.

Through the digital film, DaMENSCH is asking men to grow out of the cartoony, less-than-functional innerwear and choose effortless comfort and quality instead.

Community is a strong brand asset. Several brands are already experimenting with this concept that can increase loyalty, lower marketing costs and become a revenue-generating channel.

The campaign will be seen before and after Avatar: The Way of Water movie on the PVR multiplexes.

The brand spotlighted Shantanu Gosavi, a vitiligo model; Suresh Ramdas, Mr. Gay India 2019; Thasveer Muhammed, a handicapped travel influencer.

Deepti Karthik, SVP, marketing, believes that the world of innerwear advertising is plagued by regressive ideologies.

The campaign is conceptualized & written by creative agency Talented and produced in partnership with Dot Dot Boom films.

To streamline its new offline model, the company appoints Ashmeer M. Sayyed as Chief Retail Officer.

With fashion and technology interlocking in an unstoppable manner, purely digital closets don't seem like a far-off reality, says our guest author.