When Strch, an apparel startup, brought comedians Sunil Pal and Samay Raina together in one ad, it was more than a creative choice. The move was a smart business decision aimed at grabbing attention from different age groups, taking control of the brand story in a crowded digital space, and connecting with young people in India. As more people tune out traditional ads, Strch picked bold moves, real conversations, and timely cultural moments instead of playing it safe or relying on typical celebrity endorsements.
This approach quickly got people talking online and helped the brand stand out in ways that money alone can’t achieve.
The Startup Behind the Strategy
Strch is part of Strch Active Private Limited, a digital-first activewear and everyday clothing startup founded in December 2024 and based in Mumbai. It was started by Prithvi Bhagat, the Founder and CEO, and Sanjay Bhagat. Both founders are from the Gulabdas Group, a family business with a long history in manufacturing and textiles.
Prithvi Bhagat saw a clear gap in the market. Most activewear and casual clothing in India was either basic and mass-produced or expensive and high-end. Few brands offered comfortable, premium-feel clothes at affordable prices. Strch set out to fill this gap by focusing on stretchable fabrics, long-lasting quality, and everyday use instead of following fast-fashion trends.
When it started, the company had an authorised and paid-up capital of ₹20 lakh, showing a focus on being lean and action-oriented instead of spending heavily upfront. Strch chose a direct-to-consumer model from the beginning, selling mainly through its website and online platforms. This gave them better control over profits, stock, and customer information.By 2025, Strch was becoming known among young people in cities, fitness fans, and professionals who wanted comfortable clothes at reasonable prices.
A Cross-Generation Comedy Play
Sunil Pal and Samay Raina come from different eras of Indian comedy. Pal became famous in the early 2000s through TV shows and live performances, before digital platforms changed the scene. On the other hand, Samay Raina built his fanbase on YouTube, livestreams, and stand-up, connecting with Gen Z and millennials through his raw humor and online content.
By bringing both comedians together, Strch made a smart move to appeal to different age groups. Older viewers related to Pal, while younger ones were drawn to Raina. This helped the brand reach more people without losing its main focus on young customers.
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Controversy as Context, Not Risk
Both comedians bring public baggage. Sunil Pal has openly discussed disputes within the comedy industry and the challenges of staying relevant as entertainment formats evolved. Samay Raina has repeatedly faced backlash for edgy jokes, controversial remarks, and content that polarised audiences online.
Strch didn’t avoid this background. The brand recognized that young people today don’t see controversy as fake. Often, it shows honesty and cultural relevance. By choosing outspoken and genuine personalities instead of safe ones, Strch connected with today’s internet culture. This strategy made the brand look bold, down-to-earth, and willing to join real conversations.
Why This Move Worked Commercially
From a business view, the campaign was very efficient. Rather than spending big on mainstream celebrities, Strch worked with comedians who have highly engaged and loyal online fans.The ad spread naturally on social media, sparking memes, reaction videos, and online discussions. This lowered the cost of getting new customers and boosted brand recognition. For a young direct-to-consumer apparel brand with limited resources, this kind of attention brings much better results than traditional ads.
Even small increases in sales and repeat customers can make a big difference in monthly revenue for a growing brand like Strch.
A Broader Shift in Brand Thinking
Strch’s approach shows a bigger change in how Indian startups think about branding. Being culturally relevant now matters more than just aiming to look high-end. Knowing how to connect online is more important than having big-name celebrities.
By picking comedians who are part of digital culture instead of movie stars, Strch matched the way Gen Z and young millennials really watch content. Humor, being relatable, and self-awareness now work better than polished but distant ads.
The Genius Behind the Timing
The campaign’s timing amplified its impact. Stand-up comedy has entered the The timing of the campaign made it even more effective. Stand-up comedy is now mainstream, creators are trusted, and people are more likely to support brands that understand culture. Reflecting Strch’s own journey as a young brand backed by legacy business experience but built for a modern audience. For an apparel brand centered on stretch and flexibility, the symbolism was subtle yet effective.
From Campaign to Brand Signal
More than just going viral, the campaign clearly shows what the brand stands for. It presents Strch as confident, aware of culture, and ready to take creative risks to stay relevant.
For investors, partners, and others in the startup world, this shows that Strch’s leaders understand how to get attention and build a brand for the long term. With its background in the Gulabdas Group, careful use of money, and modern marketing skills, Strch combines traditional manufacturing know-how with fresh storytelling.
Final Perspective
Strch’s collaboration with Sunil Pal and Samay Raina wasn’t just for shock value. It was about finding the right fit. By mixing different generations, online humor, and real personalities, the brand made a campaign that connected with people on more than just product details.In a busy apparel market, Strch picked real conversations instead of just following the crowd. This choice, based on the founders’ vision and understanding of culture, could turn out to be one of their best early decisions for growth.
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