Zivame lures shy women to that perfect lingerie store, beyond prying eyes
Two ad films, conceptualized by Famous Innovations for the online lingerie store, use a time-tested tactic of taking the viewer into confidence about a secret good deal
Zivame lures shy women to that perfect lingerie store, beyond prying eyes
Two ad films, conceptualized by Famous Innovations for the online lingerie store, use a time-tested tactic of taking the viewer into confidence about a secret good deal
BestMediaInfo Bureau | Mumbai | April 8, 2016
Click on the image to watch the TVC.
Zivame.com professes to be the ultimate lingerie destination for women and two commercials, conceptualized by Famous Innovations, hone the fact, using a familiar strategy of women sharing confidences with other women. Actors in the films, posing as confidantes of the viewers, tell women where they could get that best fit lingerie.
The ad campaign for theonline store addresses some genuine woes of women, who tend to hesitate about purchasing lingerie openly at a store and may end up buying misfit innerwear, simply because they were too shy to examine it in full view of other customers and salesmen. The two ad-films released by the company focus on two major issues faced by women while selecting, deciding and purchasing lingerie.
The films are based on key insights from a research conducted by Zivame, from a survey of 400 Indian women. The research showed that women often have to compromise on style or size, because of the limitation of stocks at offline stores and ill-informed sales assistants. Women also complained that experimenting with styles, tended to be frowned upon by judgmentalsales people or fellow customers at a lingerie store, adding to their level of discomfort. Women were usually not able to express themselves freely in the presence of salesmen. These insights have inspired the two films.
Shahnawaz Qadeer, Creative Director, Famous Innovations, said, “Online lingerie shopping is a category that has tremendous potential in India, given the freedom of choice and intimate shopping experience it provides. With its wide range and expertise in lingerie, Zivame is perfectly poised to address the hurdles of the category. With a product offering so strong and relevant, we decided to keep the campaign tone of voice very honest and authentic. We aim to portray Zivame as every woman's real friend and confidante.”
The ad films run for durations of 30 seconds and 20 seconds each and will be telecast across four weeks on leading Hindi and English general entertainment, movies, cookery and music channels.
Sirisha Tadepalli, Brand and Marketing Director, Zivame, said, “Lingerie shopping should be an intimate experience which deserves a far more personal and comfortable environment. Every woman should feel good about purchasing lingerie and should not be settling for sub-optimal sizes or styles due to lack of choices. Today's woman is more dynamic, she's more experimental and best lingerie shopping experience that she truly deserves.”
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