In a world where equality and self-expression are valued more than ever, it's time to break free from outdated taboos and embrace confidence in every aspect of our lives. One such taboo that persists is the hesitation women feel about hanging their lingerie out to dry. Meanwhile, men do so without a second thought.

Our campaign, #UnapologeticallyOurs, seeks to challenge and change this double standard. We're encouraging women to proudly hang their undergarments, asserting that there's nothing to be ashamed of. This campaign is about more than just laundry; it is about empowering women to stand tall and reject the societal norms that seek to limit their freedom. The execution will be to place bras and other lingerie in unusual places and uncomfortable places like tube station, office elevators, etc with the copy- ‘Why shy away when you see women’s undergarments drying? Seeing gender while drying undergarments is just Airing Dirty Laundry’ to catch people’s attention