Zivame unveils series of infomercials to promote best practices in lingerie usage

11 Dec,2014

By A Correspondent


In a bid to educate Indian women on some essential facts about lingerie usage, online lingerie store Zivame.com announced the launch of five new TV infomercials addressing some of the most common lingerie faux pas prevalent in India. The need for an educational approach arose because several of these less than desirable lingerie practices, have health and wellness implications for women. Each infomercial will be of 10 seconds in duration and will be telecasted for a month on leading Hindi and English general entertainment, movies, cookery and music channels.


The insights for the infomercials have been drawn from a survey conducted by Zivame to study lingerie habits of its customers as well as from customer feedback and knowledge it has gathered over the years. The survey brought to fore some shocking facts about women’s understanding of lingerie. Key findings include that that 4 out of 5 Indian women do not know their right size and have been wearing wrong size bras all along. Women are also not aware that the life of a bra is a maximum of six months and often equate expensive lingerie with longevity. According to Zivame’s survey, 53 per cent were still using bras that were more than six months old. The infomercials aim to educate women about such lingerie basics that are important for their health and wellness.


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 sensitize all women – whether they buy online or not – about some of the basic do’s 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.”


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