If you’ve spent any time on Instagram lately, you’ve probably seen Kusha Kapila-comedian, content creator, and now entrepreneur-pop up on your feed, not just making you laugh but also making you think about something most of us rarely talk about: what we wear underneath.
But here’s what’s really interesting-Kusha didn’t just launch UnderNeat, her shapewear and innerwear brand, with a flashy ad campaign or celebrity endorsements. Instead, she did something much smarter (and more human): she started a conversation.
She used a famous and effective marketing strategy called Five Lightbulbs to Promote UnderNeat. Lets breakdown Marketing tac tics Kusha used for the promotion of UnderNeat :
1.The Status Quo (Lightbulb 1) : She Made It Personal
Long before UnderNeat was even a name, Kusha was sharing her own awkward, funny, and sometimes frustrating experiences with innerwear. She talked about the “normal” struggles-bad fits, pinching seams, and the constant search for comfort-that most women simply put up with the body image issues, the “why is this so complicated?” moments-all the things women go through but rarely say out loud. Her honesty made thousands of women feel seen, and more importantly, understood.
2.The Problem (Lightbulb 2) : She Built a Community, Not Just a Customer Base
Kusha’s followers weren’t just waiting for a product-they were part of a movement. Through her posts, stories, and the candid series “What Do You Wear Under,” women started opening up, sharing their stories, and supporting each other. She amplified the frustration: Why should women settle for discomfort? By the time UnderNeat was ready to launch, it already had a loyal, engaged community-123,000 followers strong-who felt like insiders.
3.The Solution (Lightbulb 3) : She Let Curiosity Do the Work
Instead of bombarding her audience with product teasers, Kusha dropped subtle hints-mirror selfies, little behind-the-scenes moments, and casual mentions. She let the excitement build naturally, and soon, people were buzzing with questions: “What’s she working on?” “When can we get it?” That organic curiosity is something money can’t buy.
4.The Mechanism (Lightbulb 4) : She Kept It Real with the Audience
When UnderNeat finally launched, Kusha clearly explained what made it different: thoughtfully designed shapewear and innerwear that solved the very problems she’d been talking about. She leaned into clean, modern branding and messaging that stood out on social feeds, making the brand instantly recognizable and aspirational.
5. The Transformation (Lightbulb 5) : She Listened and Learned
The final message was about the emotional shift: UnderNeat isn’t just about better underwear-it’s about confidence and comfort going hand-in-hand. Her tagline, “Confidence should always come with comfort,” summed up the promise of a new, more empowering experience for women. Early customers and influencers echoed this transformation in their own, unscripted posts, creating a wave of authentic testimonials.
Why This Worked ?
- She made the journey personal: Every step, from storytelling to launch, felt like a conversation with a friend, not a sales pitch.
- She built trust and community first: Months of content about real struggles made her followers feel heard and invested, so when the product finally launched, they were ready and excited to buy.
- She solved before selling: By addressing pain points openly and honestly, Kusha created demand before ever mentioning a product-a textbook use of the Five Lightbulbs to guide customers from “this is my problem” to “this is my solution.”
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