FreeCultr urges men to go 'hands free'

Freecultr has rolled out a quirky film for its range of innerwear.

 

Conceptualised by Thinkstr, the film shows men in different situations reaching out to adjust their underwear causing social embarrassment. 

 

Harshit Vij, founder, Freecultr, said, "Our belief is that even digital brands need good video storytelling and freecultr.com, even though being a startup, took a brave step to launch the brand with an investment in digital video film. This is very common in matured markets like the US. However, in India, most digital brands invest a lot of digital channels such as Google. These channels definitely give performance but not a brand story."

 

Shrey Luthra, co-founder, Freecultr, added, "Coming from a textile background, I always wanted to channelise more sustainable clothing to the masses. With Harshit's pop of idea, I knew I could hit two targets i.e. promote natural fabrics and solve common yet neglected inner wear problems, in one go."

 

Satbir Singh, CCO, Thinkstr, said, "When Harshit called us with the product story, we heaved a sigh of relief. This was something we had been looking for, for ages. It's a great comeback for a brand that has a lot of fans. The idea comes from every man's daily life. We had fun producing it in-house. It will connect with men. And people who are around men.”