New Delhi, Oct 01: Underneat, the premium solution wear brand co-founded by creator Kusha Kapila and fashion veteran Vimarsh Razdan, today announced its association with Likhe Jo Khat Tujhe, a 14-episode Instagram series about an accidental pen-pal friendship. The series marks the brand’s first step into long-form digital storytelling and stars Kusha Kapila alongside veteran actor Sheeba Chaddha.
Created and written by Namrata Wadhwani and directed by Raashi Priya Nahata, the series follows Anisha, a young woman in Mumbai, and Charu, a widow in Lucknow, whose lives intersect when a letter meant for an old friend reaches the wrong address. Built around honest, unfiltered conversations between two strangers, the theme aligns closely with Underneat’s own belief in real lives, real emotions and no pretence. The association reflects the brand’s shift from feature-led communication to stories its community chooses to watch, share and talk about, on the platform where it already spends its time, building familiarity and trust well before a purchase.
Speaking about the association, Kusha Kapila, Co-founder, Underneat, said,
“For us, this was an easy yes because the story is exactly what Underneat stands for: honest, relatable and unfiltered. Our community connects with real emotions far more than with polished messaging. Being part of a series like this lets us show up in a space our customers genuinely care about, and that builds a bond that goes well beyond a product.”
Highlighting the larger vision behind the move, Vimarsh Razdan, Co-founder, Underneat, added,
“A young brand earns its place by being present in the things people actually care about, not only by what it sells. Trust and loyalty come from being consistently relevant to your customer’s life. Backing stories that reflect her world is part of building a brand that lasts.”
With this association, Underneat opens a new chapter in its brand journey, one where meaningful storytelling sits alongside thoughtfully designed products for everyday women.
Likhe Jo Khat Tujhe is a Tulsea Original, produced by Tulsea and Versis Entertainment and executive produced by Moonwalk Motion Pictures, with Airbnb as location partner. It premieres on Instagram on 30th September, 2026.