How Kusha Kapila Mastered the Art of a Silent Brand Launch with UnderNeat

Kusha Kapila, the internet sensation-turned-actor, has once again proved why she understands the digital space better than most. Instead of a loud brand reveal, she played the long game, slowly dropping hints, creating curiosity, and letting her audience connect the dots before officially unveiling her brand, UnderNeat.

What Exactly Happened?

With no flashy announcements or typical “big reveal” posts, Kusha took a unique approach to introducing her innerwear and shapewear brand. Through a series of smartly curated videos on a separate Instagram page, she built an organic buzz around What Do You Wear Under?, an engaging content series that tackled real wardrobe struggles.

The result? By the time she officially introduced UnderNeat, thousands were already hooked, waiting to see what she had been hinting at all along.

Here’s how Kusha’s marketing genius turned a soft launch into an instant success story.

A Masterclass in Teaser Marketing: Kusha’s Silent Strategy

While most creators tease a new project with a dramatic “Big news dropping soon!” or an “Exciting collab on the way,” Kusha did none of that. Instead, she crafted a slow-burning content series that made her audience unknowingly invest in the topic of women’s everyday struggles when choosing the right innerwear for their dresses.

For months, she posted content on a new Instagram account that addressed these wardrobe dilemmas. There was no direct brand name drop, no product mentions, just engaging storytelling, humour, and a clever narrative that made viewers naturally want solutions.

One of her standout moments was the “11 mulko me meri team bitha rakhi hai jo aapki DMs padte hai” clip, where she assured her followers that their concerns were being heard. This interactive approach made the audience feel like they were part of something bigger before they even realised they were engaging with an upcoming brand.

When she revealed UnderNeat, the audience wasn’t just introduced to the brand; they were already invested in its mission.

What is UnderNeat? A Brand That Solves, Not Just Sells

Kusha has positioned it as a problem-solving brand rather than an extension of her personal brand; UnderNeat is different.

The core idea? Women shouldn’t struggle to find the right undergarments for different outfits. UnderNeat aims to offer solutions that make dressing up easy and comfortable. The brand focuses on providing products that help women comfortably wear various outfits, such as backless tops and dresses, by offering items like boob tape and specialised bras. These products address common wardrobe challenges, ensuring comfort and style.

Let’s say Kusha leveraged her online credibility not just to sell but also to educate and address a real need.

Funding & Growth: Investors See the Potential

Within a day of its launch, UnderNeat caught the attention of major investors. Fireside Ventures has backed the brand, and Mamaearth’s co-founder Ghazal Alagh has joined as an investor.

While the exact seed funding amount hasn’t been disclosed, numerous news suggest it is between INR 8-10 crore. This investment will fuel UnderNeat’s expansion in the competitive shapewear market, helping it grow beyond just an internet phenomenon.

Also Read: Behan Darr Gayi Na: Kusha Kapila and Srishti Dixit’s Fear-Filled Comedy Show

Kusha’s Digital Domination: From Zero to 176K Followers

Before UnderNeat was officially launched, its Instagram page had already gained over 100K followers. The moment Kusha finally made things official, that number jumped to 176K within just two days.

With Kusha Kapila’s 4.1 million-strong digital empire behind it, the brand’s growth is no surprise. But it wasn’t just about numbers, her content strategy created trust and excitement, making followers feel like they were part of the journey.

What Can Brands Learn from UnderNeat’s Launch?

Her soft launch strategy is a playbook for every content creator, influencer, or entrepreneur looking to introduce a brand without feeling forced or overly promotional.

• She educated before she sold.
• She created curiosity instead of just announcing.
• She built a brand identity that isn’t solely dependent on her face.