The video featuring Eklavya Sood explores the key aspects of living a better life, i.e. the importance of hard work, nurturing connections, and seeking self-improvement.

Conceptualized by Petal Gangurde, chief of brand & culture at XYXX, the brand aims to highlight the fluid meaning of comfort through the new campaign.

The agency will be responsible for enhancing creative communication and social listening capabilities of the brand on digital platforms.

The brand has used the campaign to take on the category code for ads

Shripad Nadkarni, angel investor and co-creator of Paper Boat and Epigamia, founder of Maverix Platforms, a cloud kitchen venture and former Vice President-Marketing of Coca Cola India.