Zivame's #meetyourrightfit campaign addresses women's everyday struggles with ill-fitting intimate wear

Zivame, the intimate wear brand, has used an out-of-home (OOH) campaign to encourage women to find their right lingerie fit.

As per the brand, research indicates that 80% of women in India are unaware of their right bra fit. Zivame’s #MeetYourRightFit campaign is designed to encourage women to discover their right fit by highlighting the struggles that come from wearing ill-fitting lingerie.

The campaign depicts the adverse effects and discomfort caused by poorly fitting bras and has headlines like "Why endure betrayal, tolerate discomfort, and feel restricted?" prominently displayed on billboards

This campaign resonates with the fundamental essence of Zivame's brand identity. It embraces the brand's conviction that every woman should be enabled to wear intimate wear that fits flawlessly, without sacrificing comfort, all the while fostering body positivity. 

Khatija Lokhandwala, Head- Brand Marketing, Zivame, said, “This initiative, is aimed at educating women across India about the transformative power of wearing the perfect bra fit. At Zivame, we believe that every woman deserves to feel confident and comfortable in her own skin, and our campaign aligns with our commitment to promoting body confidence.”

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