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Tag: Khatija Lokhandwala

  • 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 This campaign challenges the outdated notion that fit is solely determined by band and cup size, emphasising that true comfort and support come from recognising the diversity of breast shapes.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 launches #CheckYourselfOut campaign

    Zivame launches #CheckYourselfOut campaign

    Mumbai: Zivame, India’s leading destination for women’s intimate wear, has undertaken a mission to revolutionize the very essence of how women perceive and engage with mirrors. In a pioneering effort to raise breast cancer awareness, Zivame launched the “Check Yourself Out” campaign, a ground-breaking reinterpretation of the everyday act of self-reflection in front of the mirror. Women worldwide regularly steal moments to glance at their reflections, a common yet meaningful ritual. Zivame harnesses the power of mirrors to promote an essential cause: encouraging women to perform self-examinations for early breast cancer detection. This innovative approach amplifies the impact of a routine act, ultimately fostering proactive health awareness.

    The “Check Yourself Out” campaign has taken shape across Zivame’s expansive network of over 165 stores throughout India. Zivame has adorned the mirrors in their fitting rooms with Pink Ribbons and co-branded stickers, featuring the campaign’s hashtag #CheckYourselfOut and a QR code that leads to a landing page. This landing page provides step-by-step guidance on self-examination and shares intriguing data about breast cancer. To expand the campaign’s reach even further, Zivame has strategically placed co-branded QR codes on mirrors in top 33 malls across the country.

    Zivame has also joined hands with Manipal Hospitals to further incentivise consumers to proactively test. In this strategic partnership, customers who make a purchase with Zivame will be entitled to an exclusive 15 per cent discount on mammography services across Manipal Hospitals.

    In a unified effort to champion the cause of breast cancer awareness, Zivame, Manipal Hospitals, and SAP organised a Walkathon that took place on 18 October. The Walkathon with over 250 people participating, further raised awareness about the importance of regular self-examination and mammography in the fight against breast cancer.

    Commenting on the campaign, Zivame head brand marketing Khatija Lokhandwala said, “The campaign encourages every glance in the mirror to be a moment of self-care and empowerment. It not only encourages women to embrace their unique beauty but also nudges them to regularly self- examine since early detection is key.”