In the last few months, content creator and actor Kusha Kapila has posted short reels on Instagram. These funny, unfiltered videos took on everything women deal with when it comes to innerwear. She launched this series in collaboration with the account @underneat, generating inquisitiveness amongst her audience, but not one video talked about or hinted at her launching her own brand. How did that help her when she finally launched her brand Underneat on Sunday, March 30, 2025? Let’s dive in.
How New Brands are Shaping Marketing in India
New brands in India are leveraging innovative marketing strategies that blend technology, personalisation, and social consciousness. They use AI and analytics for hyper-personalized customer experiences, ensuring targeted campaigns based on deep consumer insights.
Sustainability and purpose-driven marketing are becoming integral as brands align with social and environmental causes to resonate with increasingly conscious consumers. They now try to keep consumer needs at the centre of their marketing initiatives. Furthermore, short-form videos and influencer collaborations, especially with micro-influencers, are key tools for capturing the attention of India's young, tech-savvy audience.
Why Kusha Kapila Stands Out
Kusha Kapila has redefined the way brands connect with their audience. Through her content, she has connected a bond with her female audience that looks up to her. With her recent series, ‘What Do You Wear Under’, she’s managed to turn everyday discomforts, awkwardness, and the “bad fits” that women have long been told to accept into a powerful narrative. By addressing these common struggles with a mix of vulnerability, cultural nuance, and humour, Kusha has created an affinity and recall that deeply resonates with her followers. What’s even more impressive is that her approach worked before her official launch—boasting a remarkable 123k followers and a staggering 241% organic engagement rate. The reason for this approach to function is that she appealed to the audience’s concern, provided solutions that were beyond product selling, listened to what her followers wanted and created data-driven content instead of product-driven.
While creating content for her series and collaborating with Underneat, she subtly established that she is working on something bigger in this field, teasing everyone with speculations and pre-buzz for the brand.
Right Partnership
Adding to the brand’s credibility is the backing of industry giants like Ghazal Alagh, the co-founder of Mamaearth, who brings expertise in scaling emotion-driven brands within India’s highly competitive D2C ecosystem. Co-founder Vimarsh Razdan, who is also the Co-Founder of women’s clothing brand Attic Salt, brings the much-needed insight and expertise of running a women-centric brand. On top of the right partners, funding from Fireside Ventures, the brand’s seed-funding round is expected to be in the range of Rs. 8-10 crore, signalling serious investor confidence.
What Now?
However, Kusha’s success isn’t just about cashing in on her influencer reach. She has managed to strike the perfect balance between trust-building and creating a creator brand that solves a purpose —a brand that addresses real problems before even thinking of selling a product. This approach has significantly raised the “relatability quotient” for women, making the brand feel like a genuine ally rather than just another product.
After this launch, Kusha Kapila is actively engaging with the audience and assisting them in making purchasing decisions by addressing queries as simple as size.
The brand has managed to deliver its first few orders, creating after-sales conversation and building trust from these early adopters.
In an industry where D2C brands often scramble for distribution after launch, Kusha and her team at Underneat are trying a refreshing approach: build demand first, then drop the product. Her method of creating awareness and anticipation before launching not only breaks away from the traditional marketing playbook but also sets a new standard for how creators and brands can make a meaningful impact.
The creator economy in India is evolving at a rapid pace, and with influencers like Kusha leading the charge, it’s no longer just about catching up with trends—it’s about shaping the future of brand-building. Her thoughtful, relatable approach to launching products is a masterclass in understanding what resonates with today’s consumers.
/local-samosal/media/agency_attachments/sdHo8lJbdoq1EhywCxNZ.png)
/local-samosal/media/media_files/2025/03/21/TxodMQXTCkSBbYV1argy.jpg)
Follow Us/local-samosal/media/media_files/2025/04/01/9BXvuRFw8ZRPAMbks2S8.png)