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Zivame’s new campaign addresses women’s struggles with ill-fitting intimate wear

Zivame – one of India’s top-selling B2C intimate wear brands with over 150+ retail stores and presence in 4000+ partner stores across India – has always been known to encourage women to find their right lingerie fit.

The brand, which aims to be a one-stop destination for every woman’s intimate wear needs, is now transforming the discussion on ill-fitting lingerie with a captivating strategy, this time using innovative out-of-home (OOH) marketing. 

  • Research indicates that a staggering 80% of women in India are unaware of their right bra fit.
  • Zivame’s #MeetYourRightFit campaign is designed to encourage women to discover their right fit by highlighting the struggles that come from wearing ill-fitting lingerie.
  • The campaign vividly depicts the adverse effects and discomfort caused by poorly fitting bras and has powerful headlines like “Why endure betrayal, tolerate discomfort, and feel restricted?” prominently displayed on strategically positioned billboards.

Built on Brand Identity

Zivame was founded in 2011 with the vision to facilitate women to shop uninhibitedly for intimate wear and to make lingerie shopping personalised and convenient. All products at Zivame are lovingly crafted and are a seamless blend of quality, innovation and comfort.

The new campaign seamlessly resonates with the fundamental essence of Zivame’s brand identity. It embraces the brand’s conviction that every woman should be enabled to wear intimate wear that fits flawlessly, without sacrificing comfort, all the while fostering body positivity. 

Commenting on the initiative, Khatija Lokhandwala, Head – Brand Marketing, Zivame, says, “This initiative, is aimed at educating women across India about the transformative power of wearing the perfect bra fit. At Zivame, we believe that every woman deserves to feel confident and comfortable in her own skin, and our campaign aligns with our commitment to promoting body confidence.”

Zivame firmly believes that every woman should have access to a platform that allows her to browse, discover and shop for what she desires in as far as intimate wear is concerned and the brand thus offers Lingerie, Activewear, Sleepwear, Shapewear, Plus sizes and more in over 50,000+ exclusive designs and 150+ sizes catering to women across all body types .


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