ONN Innerwear has launched a fresh campaign featuring Hrithik Roshan, using dance and movement to reinforce its promise of comfort and confidence. Built around the message “Hamesha Comfort. Always On.”, the campaign positions the brand’s premium innerwear range as the ideal choice for men with an active, always-moving lifestyle.
Created by Rediffusion, the film showcases Hrithik Roshan in a high-energy dance sequence, highlighting the ease, flexibility and all-day comfort offered by ONN’s products. The choreography and visual treatment are designed to mirror the brand’s premium and contemporary image.
According to Lux Industries Chairman Ashok Todi, the campaign reflects the company’s focus on combining comfort with aspirational style, while Hrithik Roshan’s persona aligns naturally with the brand’s premium positioning.
Saket Todi, Executive Director at Lux Industries, said the campaign is aimed at strengthening ONN’s standing in the premium innerwear category by associating the brand with confidence, energy and modern appeal.
The creative team at Rediffusion said dance was chosen as the central idea because it visually communicates freedom of movement and comfort in a memorable way. Directed by Razy Ghai and produced by Hope Productions, the campaign is being rolled out across television, digital, social media, print and retail platforms.