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Lingerie talk: Zivame encourages women to break taboos

In its first TVC, Zivame encourages women to explore the wide range of lingerie on its portal, without actually showcasing any of the products

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Lingerie talk: Zivame encourages women to break taboos

Lingerie talk: Zivame encourages women to break taboos

In its first TVC, Zivame encourages women to explore the wide range of lingerie on its portal, without actually showcasing any of the products

BestMediaInfo Bureau | Mumbai | September 11, 2014

Zivame-TVC Click on the image to watch the TVC.

Zivame.com, an online lingerie store, has launched its first television campaign, bringing to light how Indian women from all walks of life are now exploring themselves through lingerie. In a first for a lingerie player, the campaign does not show any lingerie while communicating the message that Zivame has a huge collection available for women to explore. The month-long TV campaign is being aired on leading Hindi and English general entertainment, movies and music channels.

Conceptualised by Fisheye Creative Solutions, the ad campaign features Indian women from different age groups, professions and walks of life sharing what they have found at Zivame. From a middle-aged policewoman who found a 'Pink Thong', to a pregnant bride who found a 'nursing bra', to a grandmother who found a 'Tummy Tucker', the bold ad campaign aims to break taboos prevalent in the Indian society, while communicating how Zivame has a huge variety of products available to suit each person's individual needs.

Richa Kar, Founder and CEO, Zivame, said, “We are very excited to launch our first television campaign. Lingerie as a category is underserved through offline retail with limited availability of sizes, types and designs. With our campaign we want to highlight how women from across the country are increasingly coming to Zivame and exploring the huge collection that we have on offer, including products they may have never heard of before.”

“We also want to make lingerie more mainstream. Why should 'bra' be an uncomfortable word in today's time and age? Lingerie is such a mundane and intrinsic part of a woman's life and yet discussing it is still a taboo. We want women to come out, explore lingerie and be comfortable about them,” she added.

Dave Banerjee, CEO & Strategy Head, Fisheye Creative Solutions, said, “Lingerie as a category has always been showcased either in a utilitarian setting or in an obviously sensuous manner. This campaign negates that aging stereotype by showing women comfortably and confidently exploring various types of lingerie, something they've never been able to do before."

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: Fisheye Creative Solutions

Creative Team: Praveen Balachandran, Abhijit Ganguly, Eldho George

Planning: Dave Banerjee

Servicing: Kaustav Das, Tashina Ahmed, Paramita Mitra, Aakruti Thimraj

Production house: Fisheye Creative Solutions

Director: Nishant Gangadharan

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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