National, 12th March 2025: Force NXT, the ultimate destination for premium innerwear, athleisure, and activewear, has unveiled its latest TVC, embodying the brand’s bold tagline – “For What’s NXT.” The TVC is a statement for those who don’t wait for opportunities but create them. Also, it states that your innerwear is just as important as the rest of your outfit—because you never know when you’ll get the perfect moment to flaunt it!
The campaign, conceptualised by Lowe Lintas, talks about the current lifestyle of youngsters. Set in dynamic, high-energy scenarios, the TVC follows a confident, style-savvy man as he seamlessly moves through different interactions with women—each moment offering him the perfect opportunity to showcase his Force NXT innerwear. From bold waistbands to sleek, well-fitted designs, the film highlights how today’s innerwear is an essential part of personal style.
Vinod Kumar Gupta, Managing Director, Dollar Industries Limited said, “Innerwear is no longer meant to be hidden. It’s a part of self-expression, confidence, and style. With our latest TVC, we showcase how Force NXT redefines innerwear—making it something men take pride in flaunting, just like any other part of their outfit.”
The film, directed by renowned film director Uzer Khan, is a stylised montage depicting the current lifestyle of today’s generation. The TVC is all about embracing confidence and spontaneity. Innerwear is no longer just an essential—it’s an extension of personal style. We had fun creating moments where the protagonist finds unexpected opportunities to show off his Force NXT innerwear, proving that fashion starts from within.
Commenting on the campaign, Mohit Pasricha, Unit Creative Director, Lowe Lintas said, “We wanted to flip the script on innerwear—why should it stay hidden when it’s this stylish? This TVC is all about those unexpected yet perfect moments when your Force NXT innerwear gets its time in the spotlight. Because let’s be honest, you never know when the next opportunity to flaunt it might come!”
The brand has released the new campaign on their online platforms as well as other mediums.
