Joining the growing list of creator brands, Kusha Kapila’s Underneat is the latest hot topic, and her Instagram series should be credited.
No one knows the business of being online better than content creators. As a group that has spent years building an online persona that appeals to all kinds of people, building and developing their own brand should not be a task. This is exactly why we have seen many ventures into the business world and sell products to an audience that is willing to buy them. While these creators are turning their online clout into monetary gains, it’s creators like Kusha Kapila who have managed to do it with such ease for her brand Underneat need to be studied.
It's often easier for creators to post a simple update like "coming soon" or "I have news to share" to create buzz about their products. Given her significant reach, Kusha could have followed the same pattern to introduce her brand, Underneat. However, she chose to embrace her creative mind and gave it a content-creator approach. Women often struggle to understand which bras to choose or how to effectively use boob tape, which can seem both complex and secure. By using storytelling, her series ‘What Do You Wear Under’ aimed to address some of these common problems that often go unanswered. Like she mentioned in one of her videos, her "11 mulko me meri team bitha rakhi hai jo aapki DMs padte hai" to answer all their questions on how one can style their outfits with the right undergarment. From managing that Poo moment with an undergarment that is perfect for your backless top, to knowing how to perfectly apply boob tape, Kusha's series ‘What Do You Wear Under’ was the perfect set-up to the launch of her brand. It also gave us an understanding that she cares about what should be worn beneath the beautiful pieces we’ve always wanted to wear, providing insight into how her brand values it, making it a perfect purchase.
Kusha understood her audience's need to create content for her account and launch the brand. What separates her from most creator brands is that the brand is not dependent on Kusha's personality. The purpose of the brand is to solve a problem for the women's innerwear segment and not create something that is an extension of the creator's personality.
This series is definitely a masterclass on how to use content creation well to launch your own brand:
What do you think of her brand? Are you excited? Let us know in the comments below.
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