Krvvy, a function-first women’s innerwear brand, has unveiled its first-ever digital campaign, ‘Shaq Tank’, alongside the launch of its TrueForm Support Bra. Marking the brand’s strategic expansion into C–F cup sizes, the campaign takes a satirical approach to examine the gap between inclusive messaging and genuinely inclusive product design.
Conceptualised as a sharp cultural commentary, the campaign’s ad film features comedian, actress and writer Mallika Dua in her commanding “Begum” avatar. Borrowing from the familiar startup pitch-room format, the film flips it to spotlight a critical question: are brands that speak about inclusivity, actually engineering products for it?
Krvvy’s Co-founders, Yash Goyal and Anant Bhardwaj, enter a stylised “Shaq Tank”, only to be interrupted by the formidable “Begum”. With pointed questions and razor-sharp wit, she shifts the conversation from valuation to validation, challenging whether inclusivity is being built into construction, grading, and structural support, or merely marketed.
The campaign coincides with the launch of the TrueForm Support Bra, designed specifically for C–F cups, as the brand believes this segment remains underserved despite growing demand for thoughtfully engineered support solutions.
Speaking about the campaign, Yash Goyal, Co-Founder and CEO of Krvvy, said, “We’ve always believed that inclusivity cannot stop at messaging; it has to be engineered into the product itself. It must reflect in grading, construction, fabric choices, and the structural support we build in. ‘Shaq Tank’ gave us the space to challenge that conversation openly. With TrueForm Support Bra, we’re taking a conscious, deliberate step toward designing with intent for women across C–F cups.”
Anant Bhardwaj, Co-Founder, Krvvy, added, “For a long time, women with fuller bust sizes have had very limited options that truly balance support with everyday comfort. The category has often treated these sizes as an afterthought, even though women’s bodies and fit needs are incredibly varied. With the TrueForm Support Bra, we wanted to address that gap by designing a solution that offers better support while still feeling comfortable enough for everyday wear.”
The ad film is now live across Krvvy’s digital platforms.
Founded in August 2023, Krvvy is a direct-to-consumer (D2C) women’s innerwear and shapewear brand created to bridge the gap between mass-market Indian labels and premium international offerings. Designed specifically for Indian body types, Krvvy delivers function-first, seamless products crafted using high-spandex fabrics and advanced bonded technology for superior comfort and everyday wearability. Backed by Titan Capital and All In Capital, the brand offers globally benchmarked products at accessible Indian price points and is expanding its portfolio across women’s lifestyle categories. Recently featured on Shark Tank India S5, Krvvy secured funding from Stellar Shark Namita Thapar as well.
