Blissclub has rolled out a campaign, 'Off The Clock', featuring internet personality Shrawan Chhetri, to spotlight the launch of its BareButter collection in its menswear category.

The collection spans hoodies, quarter-zips and shorts.

Conceptualised in-house, campaign features an ad film and explores the man beyond his work, responsibilities and everyday roles. Rooted in the idea of having nothing to prove, the film captures Chhetri's intimate, unobserved moments that make up his off-the-clock self, from making coffee to getting lost in the patient, iterative process of writing. Through these quiet rituals and personal pursuits, the film presents comfort as more than what you wear when you switch off, but as the freedom to be fully yourself, away from external expectations and the demands of time.

What we think about it: The film works because it avoids the usual tropes of men’s advertising and finds its narrative in small, relatable rituals rather than performance, ambition or machismo. By making comfort part of Shrawan Chhetri’s unguarded, off-duty moments, the film gives the BareButter proposition a more human context without forcing the product into the story.

Viswanathan V, CBO, Blissclub, said, "With BareButter, we are bringing our signature fabric and approach of comfort to menswear, creating a new expression of softness and ease for men. As we entered this space, we wanted to explore a part of menswear that felt less talked about. We wanted to ask a different question: who are you when nobody is asking anything of you? ‘Off The Clock’ is about that version of a man, the one who doesn’t need to perform, and doesn’t need to have anything to prove. The campaign is a  very honest interpretation of that idea, and for us, that is what BareButter represents: comfort for the parts of your life that are entirely your own."