Zivame, one of India’s leading lingerie brands, has announced the launch of its new campaign, #FitForAll. The campaign portrays real, relatable Indian women feeling their confident best in lingerie. With an inclusive approach, this campaign aims to create a fresh perspective on women and lingerie in India.
This campaign revolves around the thought that when Indian women come in all sizes, so should lingerie. It has been developed based on the consumer insight that most women find it challenging to get lingerie in sizes other than the so-called “popular sizes” in the market.
Sirisha Tadepalli, Marketing Director, Zivame says, “At Zivame, we put consumers at the core of everything we do. Being in the e-commerce business has given access to rich data. This, when combined with our understanding of various body types, has led us to create the widest range that Indian women truly deserve – from 28A to 46H. To bring this alive, we’ve chosen a cast that’s diverse, in terms of body type and life stages. This film is our endeavour to ensure that every woman finds her perfect fit, and does not have to “fit into” anything, be it lingerie or life.”
The ad film runs for a duration of 45 seconds and 30 seconds each, and will be telecast for a period of four weeks on leading English and Hindi general entertainment, movies, and lifestyle channels.
Rajesh Ramaswamy, Executive Director, Lowe Lintas, says, “Most lingerie ads feature lingerie models, and as a result, we felt the category itself lacked a certain authenticity. Because lingerie is such a personal thing, we wanted our communication to be an honest representation of women in India today. We used real women from various walks of life to illustrate just how diverse and awesome they really are- simple proposition that captured this spirit of #FitForAll.”
With its mobile app and Fit Studios, Zivame aims to make its promise of #FitForAll accessible to more and more Indian women, thus redefining their relationship with lingerie.
• Creative Agency – Lowe Lintas
• Production House - Walkabout Films
• Director - Navzar Eranee
• Media Agency - Lodestar UM