Zivame unveils first television campaign

08 Sep,2014

By A Correspondent


Leading online lingerie store Zivame 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 will appear on leading Hindi and English general entertainment, movies and music channels. The company will also be targeting HD channels for the campaign.


Conceptualized 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 lady policeman 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 many 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!”


Dave Banerjee, CEO & Strategy Head, Fisheye Creative Solutions added, “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 lingerie. Something they’ve never been able to do before!”


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