Rahul appears in the advertisement in a never-before-seen avatar that shows him at his most relaxed. KL Rahul channels his greatest uniqueness, serene self and provides us a sneak preview into his life behind-the-scenes, placing an altogether fresh spin on what ‘comfort’ truly means.
Petal Gangurde, Chief of Brand & Culture at XYXX, conceptualised the advertising project, which significantly enhances the fluid meaning of comfort. For some, it’s during their most productive times, while for others, it’s during their rest time. In a conclusion, comfort is when you feel most like yourself.
KL is wearing XYXX’s pyjamas, vests, and boxer shorts, which are comfortable to wear, convenient, and feel like a second skin, to bring the oomph factor back into his downtime and playtime with his dog. KL is then seen moving around in his private space in his most genuine avatar, retrieving the emotion of being comfortable in your own skin.
The films emphasise the durability and ease of XYXX innerwear and loungewear, which is soft and breathable at its core. The XYXX offering is every Indian man’s key to his zen, thanks to a blend of fabric innovation and classic styles that ensures comfort around the clock.
Commenting on the new campaign, KL Rahul said, “Sophisticated yet comfortable, XYXX’s personality shines through in all of the lounge wear through the wide range of prints, the flattering cuts, the lightness and softness of the fabrics along with the cool details, making each piece translate a frame of mind – My Comfort Zone. XYXX is all about getting back to the basics – with innerwear and comfort wear designed for comfort and ease of movement. A nice mix of tailored loungewear and laid back style fits with the casual, relaxed-at-home-vibe of the My Comfort Zone campaign shows me in a completely different light. Not only do I love the products but I also connect strongly with the brand philosophy. The team has big plans for expansion and I am excited to be closely involved as we roll out new categories and enter new markets.”
Petal Gangurde, Chief of Brand & Culture at XYXX, commented, “The etymology of the word ‘lounge’ is revealing and fiendishly apt. It has evolved from ‘recline lazily’ allegedly from the Old French and Latin roots of ‘lengthen’. When we lounge we consciously and purposely lengthen our day time or night hours. We prolong to better savor those precious moments – with friends, family or with ourselves. The idea of My Comfort Zone campaign comes from our innate need to find comfort in the little things – that first batch of morning coffee or being greeted with a friendly wag – and the unrivalled joy and ease of wearing XYXX. We see KL in a never-before avatar, the man behind the cricketer, in his element, taking the time to reflect and rediscover life, without the noise and the fury.”
XYXX’s loungewear and athleisure lines are extensions of their comfort ideology and showcase a variety of products such as pyjamas, T-shirts, joggers, shorts, and track pants, further broadening their comprehensive product portfolio. The brand’s enhanced basics line of clothing transitions seamlessly from day to night and acts as a second skin in a variety of situations. XYXX leads the charge in shaping apparel for the young, discerning Indian man, from a trip to the grocery store to a night on the town.