Blissclub has rolled out a campaign announcing its foray into menswear. The brand was previously known primarily for women’s wear.

The campaign consists of three ad films.

In the first film, 'Mona, Not So Darling!', a man arrives home with his partner Mona and tells his parents she has a surprise for them. She suddenly screams, rushes toward him, knocks him down and hastily pulls off his clothes as his shocked parents look on. She then hands him a Blissclub bag, revealing a new outfit, prompting his mother to remark in surprise that the brand now makes clothes for men as well. Mona confirms the same, and the film closes with a voiceover saying, “Ladies, you won’t bear to see your man in anything else but Blissclub.”

The second film, 'Band, Baaja, Bliss', shows a man arriving home on his motorcycle wearing only his tighty-whities, pretending to adjust an imaginary shirt as if fully dressed. Inside, a family has gathered to meet him for an arranged marriage. He greets them, including the grandmother who is blind, all while still in his underwear, leading to cheeky, double-meaning remarks from the family members and even the prospective bride. The film then reveals him fully clothed, underscoring that Blissclub’s menswear is so light and comfortable that it feels like wearing nothing at all, creating an illusion of effortlessness.

In the third film, 'Disha scandalises the office', a woman is shown at her husband’s office carrying a Blissclub bag, looking for him. Her husband and a colleague are checking a cabin’s plug point, with the colleague crouched beneath the desk. At that moment, she walks in, announces that she has come to surprise her husband, and tells him to stop wearing the outfit he has on. She begins pulling off his clothes inside the cabin while the colleague remains under the desk, before handing him pieces from Blissclub’s menswear collection to change into.

What we think about it: The films lean heavily on exaggerated humor and double entendres to land its comfort message, making the films attention-grabbing though at times bordering on gimmicky. However, the repetitive end narrative and similar plotlines across all three films make the storytelling feel formulaic, with the spectacle occasionally overshadowing both the product and the novelty of the menswear launch.

Minu Margaret, founder, Blissclub, said, “With this campaign, we wanted to tell two very different stories. One is a playful nod to the influence women have over men’s style, and the other is a visual concept-led amplification of comfort. By using humor and visual exaggeration, we’re landing a massive functional benefit: that once you wear Blissclub, everything else feels like a compromise."

Sushma R Rao, head of marketing, Blissclub, added, “Our storytelling is tailored to how people actually scroll: fast, looking for a laugh, and staying for the 'wow' factor of a product. By building for “the hook”, we’re landing a functional truth in a way that is instantly engaging."