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Zivame’s new campaign creates a personalised platform for women to celebrate being themselves

The campaign #PairItRight, conceptualised by Lowe Lintas, aims to create a fresh perspective about lingerie wardrobes in India

Click on the Image to watch the TVC.

Zivame, the online lingerie brand, has announced the launch of its new TVC campaign #PairItRight, built on the insight that a woman's bra wardrobe is not as evolved as her outerwear wardrobe.

The new campaign is created on the premise that women should expand their bra wardrobes and enjoy wearing whatever they desire with the right innerwear.  

The TVC introduces ‘bra’ in a conversation among two friends instead of stereotypically showcasing women posing in bras. In the film, one of the girls while browsing through her wardrobe thinks that no outfit suits her. Her friend makes her realise that the problem is not with her or her outfits but the bras she was pairing it with and how the right bra can enable her to flaunt various outfit confidently. It’s not about having the right body-type but the right lingerie that can make all the difference. 

Zivame’s #PairItRight campaign is a first step towards the journey, where the brand creates infinite, exciting and personal experiences for women in the lingerie space to look great in multiple outfits and discover their body confidence. With an inclusive approach, this campaign aims to create a fresh perspective about lingerie wardrobes in India.

Amisha Jain, CEO of Zivame, said, “With the evolving relationship between a woman and her bra, our new communication campaign has taken a unique approach where the importance of the right bra for any outfit has been highlighted. Through this campaign, Zivame hopes to create meaningful conversations that encourage women to build the right bra wardrobe that can be paired with various outfits for a seamless and confident look. We want to provide women a personalised and inclusive platform where they are celebrated for being themselves."

Hari Krishnan

The campaign has been conceptualised by Lowe Lintas. Hari Krishnan, President, Lowe Lintas, said, "For years, lingerie advertising has been nothing more than glamour shots and provocative poses. This new campaign for Zivame breaks the mould by talking about how innerwear can change your outward appearance. #PairItRight repositions lingerie as a fashion essential, rather than an unseen necessity."

The TVC:


Client: Zivame

Creative Agency: Lowe Lintas 

Production House: Superfly Films

Director: Kopal Naithani

Producer: Samson Vasave

Media Agency: Starcom

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