XYXX, a men’s innerwear label, has rolled out a film titled ‘play your way’ featuring cricketer KL Rahul. It urges viewers to trust their instinct, regardless of what critics say.
Conceptualised by The Womb, the film kicks off by featuring Rahul deep in thought during a pivotal moment of a match, presented with a range of choices. Each choice has a unique outcome - and KL chooses to cut out the noise and follow his path. The film highlights that even though Rahul is faced with an on-field situation where he has to decide between the available right options, he does not give in to the hype that surrounds him and decides to do things his way. The film is a cliff-hanger, while pushing viewers to play their way, even in situations off-field.
Yogesh Kabra, founder- XYXX, said, “XYXX has always walked the talk and will strive to challenge the rules of the game in the innerwear and comfort wear industry, both through our products as well as our communication. With the ‘play your way’ campaign, we aim to encourage and applaud authenticity, people who chart their path, steer clear of the naysayers and trust their instinct through all of life’s choices. There could not be a better face for the campaign than our ambassador - KL Rahul, who is the true embodiment of understated grit and courage. Coming from a family of academicians, KL has charted his path, on his terms in the field of sports and stands tall today, not only as a star cricketer but also as a team leader! With the campaign, we hope to drive culture in new, provocative ways that hopefully encourage people to always follow their instinct and be true to their most authentic selves.”
Navin Talreja, founder, The Womb, said, “For a sportsman of KL's stature, it is so important to cut out all the noise, believe in his ability and trust his instinct. That is exactly what we have tried to showcase in our communication. To add to this it was a conscious call to showcase KL Rahul wearing just an underwear when the whole category is shying away from this and discouraging it. In our mind this is actually what the brand stands for: Playing your way.”