Blissclub Enters Menswear Arena with Bold Dual-Campaign Strategy to Redefine Comfort and Style

Blissclub has announced its entry into the menswear segment, marking a significant expansion for the Bengaluru-based apparel brand known for its performance-oriented women’s clothing.

The new line, positioned around precision fit, premium fabrics and everyday comfort, extends the company’s movement-first philosophy into men’s wardrobes.

Two Distinct Campaign Narratives Target Separate Audiences

To support the launch, Blissclub has unveiled a two-pronged digital campaign strategy designed to engage both its existing female customer base and new male consumers.

The first creative series, titled Wardrobe Intervention, speaks directly to the brand’s loyal community of women customers. Through humorous storytelling, the films portray women influencing style upgrades for the men in their lives, reinforcing the role of women as key purchase decision drivers.

The second series, Naked Truth, addresses male audiences more directly. Using exaggerated visual scenarios, the campaign underscores the lightweight and comfort-driven construction of the garments, communicating that the apparel is engineered to feel barely noticeable while maintaining a polished appearance.

Introducing the Legendary Collection

The menswear debut features what the company describes as its Legendary Collection, comprising trousers, jackets, polos and T-shirts designed for versatility across work and leisure settings.

The launch reflects Blissclub’s effort to carry forward its core strengths—functional design and comfort engineering—into a broader product category.

Leadership on Strategy and Storytelling

Founder Minu Margaret said the campaign was deliberately structured around two contrasting narratives to reflect different consumer dynamics. She noted that humor and visual exaggeration were used to highlight the product’s functional advantages in an engaging manner.

Sushma R Rao, Head of Marketing, added that the storytelling approach was tailored for digital-first consumption habits, emphasizing quick engagement and strong visual hooks to capture attention across scrolling platforms.

Digital-First Distribution Across Touchpoints

The campaign rollout includes video-led content across social platforms, supported by assets on the brand’s website, app, retail environments and performance marketing channels.

By combining category expansion with platform-specific storytelling, Blissclub aims to strengthen its positioning in India’s competitive apparel market while broadening its consumer base beyond women’s wear.

With this launch, the brand signals a strategic move toward becoming a multi-category comfort-focused apparel player.