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Tag: Intimate wear

  • Zivame launches ‘The Museum of Boobs’ campaign to redefine fit

    Zivame launches ‘The Museum of Boobs’ campaign to redefine fit

    Mumbai: On 18 November 2024, Zivame, India’s intimate wear brand, launched its innovative campaign, ‘The Museum of Boobs’, to reshape the conversation around intimate wear and highlight the importance of understanding individual breast profiles for finding the right fit. This campaign challenges the outdated notion that fit is solely determined by band and cup size, emphasising that true comfort and support come from recognising the diversity of breast shapes.

    ‘The Museum of Boobs’ campaign features a humorous and visually engaging short film that uses relatable metaphors, such as mushrooms and umbrellas, to celebrate the uniqueness of different breast profiles. By playfully addressing the one-shape-fits-all approach of traditional bra-makers, the campaign showcases Zivame’s expertise in designing bras that cater to a wide range of shapes and sizes.

    Zivame, head-brand marketing, Khatija Lokhandwala explained, “At Zivame, our mission is to empower every Indian woman to discover her perfect fit. We’ve perfected the art of designing bras for all unique shapes and sizes, and the Museum of Boobs campaign brings this expertise to life, celebrating the diversity of breast profiles and showcasing that the Right Fit is about more than just a number.”

    Rooted in over a decade of research and understanding the specific needs of Indian women, ‘The Museum of Boobs’ underscores Zivame’s commitment to innovation and breaking conventional norms. This campaign not only reaffirms the brand’s dedication to educating women on what the right fit truly means but also empowers them to make informed choices about their intimate wear.

  • Zivame’s body confidence campaign showcases freedom of women

    Zivame’s body confidence campaign showcases freedom of women

    MUMBAI: Intimate wear brand, Zivame announced the launch of its new brand campaign #DekhoMaineKyaKiya, encouraging women to give shape to their inner desires.

    The brand believes that the right intimate wear, made for every body type, is an enabler of one’s personal style and body flair, and supports one to confidently push forward.

    The film, conceptualised by Lowe Lintas and produced by Nineteen Films, showcases women across varied age groups, different body profiles, and diverse geographies, indulging in moments of liberation and joy. From a mother enjoying playful moments with her kids, a woman indulging in her love for dancing, another stepping out of her comfort zone to try something new, to young girls breaking norms and celebrating in their own style, the campaign brings alive how the right intimate wear can add to one’s body confidence. The campaign celebrates the freedom and confidence that enables one to indulge in their every dream and showcase their joy to the world singing Dekho Maine Kya Kiya.

    Zivame CEO Amisha Jain said, “Our campaign celebrates every Indian woman as she goes about life, stealing simple moments to make them her own, fulfilling desires and at times pushing the boundaries. We want her to explore her dreams with confidence, that comes from the right intimate wear.”

    Lowe Lintas Bangalore regional creative officer Puneet Kapoor, said, “The genesis of the idea ‘Dekho Maine Kya Kiya’ comes from the liberation and confidence that the right intimate-wear allows. Intimate-wear that is uniquely made for different body-types. It celebrates women who push the boundaries with their unique ways as they go about their everyday with aplomb and tenacity.”