Ranjit Innerwear has launched its latest campaign, ‘Janhit Mein Ranjit’, featuring brand ambassador Ayushmann Khurrana, as part of an effort to reposition the brand as a comprehensive innerwear label for men. The campaign aims to address the longstanding consumer association of Ranjit primarily with baniyans or vests, despite the company offering a wider portfolio that includes briefs, trunks and other innerwear products.
Conceptualised by Zero Gravity Communications, the campaign draws inspiration from the familiar phrasing of ‘Janhit Mein Jaari’ public-interest announcements. Using humour, everyday situations and culturally rooted storytelling, the communication seeks to present Ranjit as a ‘top-to-bottom’ innerwear brand catering to modern Indian consumers.
The campaign uses slice-of-life narratives to communicate the broader identity of the brand while retaining the familiarity associated with its legacy category. Through this positioning, Ranjit aims to increase awareness of its complete product portfolio and strengthen relevance among younger audiences without distancing itself from its existing consumer base.
The initiative marks a strategic shift for the brand, which has operated in the Indian innerwear market for more than five decades. While Ranjit has traditionally built strong recognition in the vest category, the company is now focusing on highlighting its wider range of products in response to evolving consumer preferences and lifestyle-driven purchasing behaviour.
The marketing manager of Ranjit Innerwear said, “The ‘Janhit Mein Ranjit’ campaign reflects our efforts to strengthen consumer awareness around our existing and expanding product portfolio while retaining the legacy and trust associated with the Ranjit brand.”
Speaking about the campaign, Ayushmann Khurrana said, “I have been associated with Ranjit since 2019, and what I feel for this brand goes beyond a professional relationship. It is a genuine sense of pride. Ranjit is a 50-year-old legacy, and that kind of trust is never built overnight. What excites me most about ‘Janhit Mein Ranjit’ is that we are finally telling the complete story of the brand. People know the vest, but Ranjit is much more than just that, and this campaign is our way of introducing India to the full picture.”
Khushboo Sharma, founder and director, Zero Gravity Communications, added, “The objective was to expand the brand’s identity without disrupting the trust it has built over generations.”
Sharma further said, “Ranjit is one of those rare brands that enjoys genuine affection from consumers, but that association had largely remained limited to one legacy product category. Our approach was to evolve the conversation in a way that felt warm, honest and deeply Indian. ‘Janhit Mein Ranjit’ has been designed as a culturally familiar and relatable campaign that introduces consumers to the brand’s wider innerwear portfolio.”
The company stated that ‘Janhit Mein Ranjit’ is intended to evolve into a larger content-led campaign series exploring multiple aspects of the brand through relatable storytelling formats. With Ayushmann Khurrana continuing as brand ambassador, the campaign also seeks to strengthen engagement with younger consumers while reinforcing Ranjit’s positioning as an everyday innerwear brand for Indian men.
