Zivame seeks to break the mold in lingerie advertising

Zivame, India’s largest online lingerie brand, today announces the launch of its new TVC campaign #PairItRight which is one of the most unique in the Indian lingerie communication landscape. The campaign has been built on the insight that a woman's bra wardrobe is not as evolved as her outerwear wardrobe. The meaning of lingerie is changing from being an imposition to being a true enabler of personal style and body flair and Zivame is leading the change through this campaign. 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 amongst 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 realize 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 which 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, 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 mold by talking about how innerwear can change your outward appearance. #PairItRight repositions lingerie as a fashion essential, rather than an unseen necessity"


Creative Agency: Lowe Lintas 

Production House: Superfly Films

Director: Kopal Naithani

Producer: Samson Vasave

Media Agency: Starcom


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