The online lingerie store has launched five infomercials to educate women about right lingerie usage and etiquette, based on its survey which revealed low awareness on the same
The online lingerie store has launched five infomercials to educate women about right lingerie usage and etiquette, based on its survey which revealed low awareness on the same
Sarmistha Neogy | Mumbai | December 15 2014
Click on the image to watch the TVC.
In a bid to educate Indian women about essential but not-so-well-known facts about lingerie usage, online lingerie store Zivame.com has launched five infomercials, addressing some of the most common lingerie faux pas prevalent in the country. The ads have been conceptualised internally by Zivame and executed by Black Coffee Advertising Agency.
The insights for these infomercials came from a survey conducted by Zivame to study lingerie habits of its customers. The findings revealed that four out of five Indian women don't know the right size and have been wearing the wrong size all along. It was also found that women are also not aware that the life of a bra is a maximum of six months and they often equate expensive lingerie with longevity. According to Zivame's survey, 53% were still using bras that were more than 6 months old. The infomercials aim to educate women about such lingerie basics that are important for their health and wellness by addressing matters of lingerie etiquette; the benefits of matching innerwear with outerwear and use of niche products like shapewear.
Richa Kar, Founder and CEO, Zivame, said, “Our research showed us that a large number of women are shockingly unaware of good lingerie practices – whether it comes to selecting lingerie or using it. As leaders in the category, we believe it is our duty to sensitise all women – whether they buy online or not – about some of the basic dos and don'ts of lingerie usage, particularly given the health and wellness implications. Television is the best medium for such large-scale reach-out and we hope that our campaign will manage to bring about some much-needed change in lingerie habits among Indian women. We plan to do more. ”
Each infomercial is of 10 seconds duration and will be aired for a month on leading Hindi and English general entertainment, movies, cookery and music channels. The company will also be targeting HD channels for the campaign.
An eye-opener
Salma Shaikh
Social Media Executive, Salma Shaikh from Gozoop, finds the videos informative and nicely done. She said, “The ads are subtle, but have a strong message, minus any nudity. Indian society indeed finds it hard to accept the reality of wearing the wrong bra size. Lingerie brands usually showcase the fanciest of bras, but hide the truth. The Zivame ads are an eye-opener and should be presented not only to women, but also to men.”
She further added, “India is a country that has more of a conservative mindset which is not open to the radical changes of the world. We have been raised with a set of morals and values that teach us that everything from exposure to sex is a taboo and we live our lives believing it. This makes it harder for men as well as women to openly discuss or watch commercials focussing on female hygiene products and innerwear. Thus, there are no ads about it too. For now, let's start with one small step like the one Zivame has taken. We could probably start off on social media and bring in engagement and this way be the voice of change for the many unheard women.”
Ambika Sharma
Ambika Sharma, Founder & MD, Pulp Strategy, commented, “This is a series which springs a “did you know” and then ends with a buying guide. The buying guide is a good attempt, with a fair amount of guidance, however, the opening could have been more interesting to ensure the audience waits for the guide and it does not land as a surprise.”
“Clothing styles are evolving, women are adapting to new clothing and fashion, from off-shoulder to strapless dresses. But, the category of innerwear is still under wraps, not discussed or out there. Change is slow in innerwear as compared to exterior clothing. I think it will take time as well as a larger effort, it would be great for example if other online fashion brands began to mention “best with …..” on their newer and edgier clothing styles. This will increase reach and awareness as well as develop the need to think of the fact that there is specific innerwear for specific styles of clothing,” she added.
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