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Amante Lingerie launches 'Break up with the wrong bra' campaign

The campaign has been created by boutique agency Happy, and is based on the common yet lesser-known insight that 8-10 women wear the wrong-sized bra

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Amante Lingerie launches 'Break up with the wrong bra' campaign

Amante Lingerie launches 'Break up with the wrong bra' campaign

The campaign has been created by boutique agency Happy, and is based on the common yet lesser-known insight that 8-10 women wear the wrong-sized bra

BestMediaInfo Bureau | Delhi | October 8, 2012

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Amanté Lingerie, owned by the Sri Lanka based lingerie manufacturer MAS Holdings, has enjoyed considerable success since its launch in India four years ago.  With a plan to take the brand to leadership status in India, Amante has launched a new campaign with a heartfelt yet bold approach directed at women.

Having won the account earlier this year, the campaign has been created by boutique agency Happy. Working out of a common yet lesser-known insight that 8-10 women wear the wrong-sized bra – the campaign urges women to come to terms with the fact and 'Break up with the wrong bra'.

“All innerwear/lingerie brands take the sex appeal approach, often showcasing perfect bodied women in their ads. Besides the statistic that 8-10 women wear a wrong-sized bra, research also pointed out that most women feel embarrassed to look at ads featuring scantily clad women in public. So we decided to take the bull by its horns and talk about the real issues related to wearing the wrong kind of innerwear instead of selling false hopes. We consciously wanted to dispel the overall connotation of 'sexy' when it comes to innerwear. Hence, we chose to feature just faces of women. The objective clearly is to educate the consumer about the need for a better product,” said Kartik Iyer, CEO, Happy.

It's evident that Indian women have accepted uncomfortable, ill-fitting bras as a norm and discussing innerwear continues to be an awkward topic. This campaign is a friend to women all over the country, shedding light on innerwear topics that ought be discussed.  Unlike traditional lingerie advertising, the campaign showcases real women talking about relatable bra problems and offering solutions.

“As part of MAS Holdings, we have been producing and supplying women's innerwear to most leading brands across the globe for over 25 years. So a large number of women around the world at any given point in time are wearing a product made by us. That, in a way, makes us nothing less than an expert in women's intimate wear,” said Ajay Amalean, MD, Amante. “That's the pedigree behind Amanté and we want Indian women to know about it through this campaign,” he added.

“This campaign has been carefully thought through in not trying to objectify women. It is more about dealing with the real issues and educating the consumer so that they have an enjoyable experience wearing fine lingerie,” commented John Chiramel, CEO, Amante.

Coinciding with the campaign, the brand also launched the 'Amanté Body Band' – a unique fit-tape that revolutionises the way women measure their bra size. Not only does the fit-tape make measuring a simple two-step process, it also gives women the nudge they need to take action. The band was conceptualised by the marketing team at Amante and designed by Happy. The Amante Body Band will be distributed amongst customers at various touchpoints.

The campaign will be exposed through magazines, outdoor, on-ground activations and online across Mumbai, Hyderabad, Delhi, Noida, Gurgaon, Pune and Bangalore. Women can learn more on the dedicated microsite www.breakupwiththewrongbra.com.

The Print Ads:

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Credits:

CEO: Kartik Iyer

CCO: Praveen Das

COO: Siddartha Roy

Strategy: Ravi Bhat

Client Servicing: ShwetaGoud

Art Director: Aswin Sridhar

Copywriter: Megha Ramesh

Photographer: Suresh Natrajan

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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