Underneat puts ‘what’s happening behind your back’ on Bengaluru billboards with its Myntra M-Now launch

Underneat has rolled out a new OOH campaign across key areas in Bengaluru to mark its launch on Myntra’s M-Now, turning one of the most familiar signs of uncomfortable innerwear into a bold outdoor visual.

The large-format billboards feature a close-up of a woman’s back with the visible imprint of a bra, accompanied by the line, “This is what’s happening behind your back.” The visual draws attention to strap lines, pressure marks and imprints that can remain on the skin long after a bra comes off.

It is such a common experience that it can easily go unnoticed, with women often adjusting to the discomfort, ignoring it and moving on. The campaign takes something that usually remains hidden beneath clothing and places it prominently in the cityscape, making an everyday experience difficult to overlook. The line works both literally and figuratively, calling attention to what may be happening “behind your back” while making a case for innerwear that feels better.

Underneat, co-founded by Kusha Kapila, is built around better fit and everyday comfort, and the campaign taps into a widely relatable experience to question why discomfort from innerwear is so often accepted as routine.

And now, that comfort does not have to wait. With Underneat available on Myntra’s M-Now, with delivery starting in 30 minutes, the campaign brings together two simple propositions: comfort that fits better, delivered faster.

Through its presence across key OOH locations in Bengaluru, the campaign takes an intimate, widely relatable experience and puts it out in the open, because when discomfort leaves a mark, perhaps it is time to stop treating it as normal.