XYXX
XYXX partnered with Alphabet Media to move beyond commoditized innerwear marketing and reposition itself as a bold, premium lifestyle brand for the modern Indian man.
XYXX
XYXX partnered with Alphabet Media to move beyond commoditized innerwear marketing and reposition itself as a bold, premium lifestyle brand for the modern Indian man. The challenge was clear: how do you make underwear culturally relevant without mass celebrity advertising? Through a combination of strategic influencer storytelling, topical campaigns, and targeted earned media placements, AlphabetMedia helped XYXX build a relatable, stylish, and conversation-worthy brand presence across India.
Background & Challenge
In 2019–2021, the innerwear category was saturated with price-driven marketing and lacked innovation in communication. Despite its strong product differentiators—TENCEL™ Modal, Supima cotton, comfort-first fit—XYXX needed to build top-of-mind recall and disrupt legacy narratives. AlphabetMedia was brought on board to create a consistent digital voice and ensure media visibility that would elevate the brand from essential wear to aspirational fashion.
Strategy & Approach
AlphabetMedia’s approach focused on turning innerwear into a conversation—not just a product. The strategy combined three interconnected pillars:
Topical, Culture-First Campaigns - Crafted brand-owned IPs that connected innerwear with cultural moments:
- #NoUnderwearHorrors on Halloween turned bad underwear experiences into meme-worthy horror stories.
- #CozyUpWithXYXX, under the conceptual banner Undress to Impress, flipped Valentine’s Day narratives by inviting women to share their opinions on men’s underwear, triggering high engagement and contest participation.
- #TotallyLoveStruck introduced curated couple gift boxes, driving shareable unboxing content.
- #HowItStarted vs #HowItsGoing tapped into lockdown-era fashion formats to track the transformation of XYXX loungewear from casual to work-from-home essential.
Influencer Collaborations Rooted in Everyday Life
Created repeatable content formats with creators like:
- Naved Qureshi brought everyday styling to life through Reels showcasing XYXX Supima tees and PJs.
- Leeza Mangaldas, a sexual wellness educator, reframed the conversation around male underwear with comfort and confidence. Siddharth Kerkar and Larissa D’Sa amplified the Valentine’s campaign with a lifestyle-led movie date unboxing.
- Aakash Ranison, a climate activist, engaged audiences on the sustainable credentials of XYXX, emphasizing its TENCEL™ Modal-based eco-friendly fabrics.
- Sunny Arora and Sahil Rasheed, part of the FitZup community, showcased how XYXX underwear supported movement and flexibility during high-intensity fitness routines.
- The SoBo Guys embedded XYXX in slice-of-life content—lazing at home in checkmate pyjamas and basic tees—ideal for Sunday streaming marathons.
- Riaan George, a luxury lifestyle influencer, spotlighted the durability and versatility of XYXX basics in fashion-forward, high-utility scenarios.
Earned Media Visibility in Tier-1 and Lifestyle Media
- MensXP, Mansworld, Mashable India, Homegrown, and Apparel Magazine featured product innovations and trends.
- Founder Yogesh Kabra was profiled in Forbes, ET Now, Economic Times Panache and Moneycontrol, tying brand growth to entrepreneurial vision.
- The brand was included in listicles and themed coverage around “homegrown disruptors” and “loungewear revolutions.”
Parallel to influencer outreach, the team activated long-lead placements, interviews, and collection-led stories:
Execution
- Instagram-led storytelling using thumb-stopping visuals, relatable narratives, and mobile-optimized carousels and Reels.
- Activated viral formats like #OOTD, #MondayBlues, and #StylingBasics contextualized around XYXX’s product lines
- Editorial distribution included proactive press pitching, coordinated founder interviews, and timed collection-based media drops.
- Content was cross-leveraged across Instagram, XYXX’s blog, brand newsletters, and partner platforms for extended reach.
Results at a Glance
Impressions via Influencer & Social Storytelling
Organic Media Placements on Lifestyle & Fashion Platforms
Combined Reach from Viral Reels & Creator Content
Engagement Uplift from Naved Qureshi’s Styling Content
Featured by Mashable India & MensXP as Innerwear Disruptor
Strengthened Investor Interest & Brand Salience