While most brands still focus on size alone, Zivame has been studying and designing bras to cater to the full spectrum of breast shapes…
Founded in 2011, Zivame is India’s No. 1 B2C intimatewear brand with a mission to make lingerie shopping personalised, inclusive, and convenient. Zivame is at the forefront of innovation in intimatewear, offering over 50,000+ designs across lingerie, activewear, sleepwear, and shapewear in 100+ sizes to cater to every woman.
With over 180+ retail stores and a presence in 6000+ partner stores across India, Zivame has become a trusted destination for every woman’s intimatewear needs. Zivame’s design philosophy is rooted in the belief that every woman is unique. From introducing India’s first online FITCODE to launching inclusive campaigns like Museum of Boobs, Zivame continues to set benchmarks in innovation and inclusivity.
Museum of Boobs: Celebrating Unique Breast Shapes with Personalised Bras
Zivame’s campaign, Museum of Boobs (MOB), highlights a powerful truth: every woman’s body is unique, and so are her breasts. While most brands still focus on size alone, Zivame has been studying and designing bras to cater to the full spectrum of breast shapes. With 52 unique frames and 13 distinct cup shapes, plus a variety of sizes, Zivame ensures there’s a bra engineered specifically for each woman’s breast profile.
When a shopper walks into a Zivame store or explores the app, she can trust to find a bra designed just for her. The MOB campaign urges women to recognise and understand their unique breast profiles as an essential step in achieving their perfect fit.
With this campaign, Zivame redefines what it means to feel truly comfortable and supported in intimate wear—empowering every woman to discover her right fit, one that’s as unique as she is. The film explores how even women with the same band and cup size may need different bras based on their unique breast shapes.
Zivame Unveils Brand Film and Immersive Event Experience
In its initial phase, Zivame launched the MOB campaign with a brand film that used an unexpected yet clever juxtaposition of everyday objects — from mushrooms to umbrellas — as visual metaphors to represent diverse breast profiles, reinforcing the idea that no two bodies are ever the same. This was targeted specifically at key cities of Bangalore, Delhi, Pune, Mumbai and Hyderabad.
To boost the campaign’s reach, Zivame organised an exclusive MOB event in Mumbai, featuring influential figures such as Dr. Cuterus and Aishwarya Mohanraj, along with nano-influencers and key media representatives.
The event garnered significant media attention, amplifying the campaign message. To elevate the user experience, Zivame brought the MOB concept to its retail stores, creating an immersive and educational environment that brought the campaign to life for shoppers.
Zivame Drives Engagement with Retargeted Ads, Influencers, and Outdoor Campaign
In the next phase, Zivame retargeted audiences in the same cities, resulting in a remarkable 300% increase in traffic in places like Bangalore and Pune. To amplify the message, Zivame partnered with three top Grade-A+ influencers who motivated their followers to find their perfect bra fit using the FITCODE feature on the website. Moreover, Zivame launched a creative outdoor campaign across Delhi NCR, featuring clever copy and eye-catching visuals that sparked engaging conversations.
Expansion and Continued Engagement with FITCODE and Influencers
In the upcoming third phase, Zivame is set to expand its presence in new cities, including Kolkata, Lucknow, Chennai, and throughout Kerala. The brand plans to further amplify its message by collaborating with additional influencers to promote the FITCODE feature, encouraging women to discover their perfect bra fit.
Zivame’s FITCODE is a trusted online bra calculator that helps shoppers accurately measure their breasts to find the perfect bra size. By simply entering their measurements, users receive tailored recommendations for the ideal fit, making the process easier and more precise.
Alongside these partnerships, Zivame will spark bold, impactful conversations across social media platforms, ensuring the message reaches and resonates with a wider audience.
As Zivame continues to innovate and transform the bra shopping experience, it remains dedicated to celebrating the diversity of women’s bodies.
