Underneat has rolled out its first major summer campaign, ‘Life When I’m Offline’. The campaign taps into a growing cultural shift among Millennials and Gen Z consumers who are increasingly seeking meaningful offline experiences and real-world connections. Through a series of intimate, everyday moments, the film celebrates the joy of being present, away from screens and social feeds.
Set against warm, summery visuals, the campaign follows women engaging in activities such as sip-and-paint sessions, pottery classes, board game nights, vision-boarding workshops, backyard badminton, karaoke evenings, pizza-making get-togethers and café-hopping adventures.
Rather than placing the spotlight solely on its products, Underneat positions itself as an enabler of confidence and comfort, highlighting the role of well-designed innerwear in helping women move through their day effortlessly.
The campaign also showcases some of the brand’s bestselling products alongside newly launched candy-coloured styles, including the Pink Minimizer Bra, Strapless Butt Lifting Bodysuit, and Short- and Long-Sleeve Bodysuits. Designed with comfort and mobility in mind, the collection aims to support women through a variety of occasions, from casual daytime activities to late-night outings.
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“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,” said Co-Founders Kusha Kapila and Vimarsh Razdan.
