SNITCH has expanded its menswear portfolio into the innerwear category with the launch of a new range supported by the campaign ‘The Trick Is in the Comfort’. The homegrown brand uses a series of everyday performance tricks to introduce its latest offering, placing comfort at the centre of its message.
The campaign features men performing three distinct tricks: juggling three balls, building a pyramid of playing cards and executing the ball-under-the-cup shuffle. Each activity relies on concentration, movement or precision, providing a playful way to communicate the idea that everyday essentials should allow wearers to focus on what they are doing.
The category expansion takes SNITCH beyond fashion-led apparel into a segment closely associated with daily dressing. By adding innerwear to its product portfolio, the brand is extending its offering to cover another essential layer of men’s everyday wardrobe.
Chetan Siyal, CMO and founding member of SNITCH, said, “Innerwear is one of the most personal parts of everyday dressing, and comfort should never be a compromise. With ‘The Trick Is in the Comfort’, we wanted to bring this thought to life in a way that feels playful, engaging and true to SNITCH. The campaign uses familiar tricks that require focus and precision to make a simple point: when you’re comfortable in what you wear, you can focus on everything else. Our entry into innerwear is a natural extension of our effort to build a more complete everyday wardrobe for men.”
The new innerwear range is priced at ₹1,099 for a pack of three. Further details about the available styles, fabric specifications and retail availability have not been provided in the announcement.
SNITCH’s entry into innerwear extends its positioning from visible fashion to an everyday clothing essential. The campaign’s use of juggling, card-building and a cup shuffle gives the launch a simple creative device, linking concentration and precision with the promise of comfort. The move broadens the brand’s product offering, while the campaign keeps the communication focused on a practical consumer benefit rather than technical product claims.
