Zivame has rolled out a new campaign titled '#FitForAll' that has been conceptualised by Lowe Lintas.
The film features women getting ready for different occasions and how Zivame's range is fit for them. From a woman going to work, to one hitting the gym, and more, Zivame's lingerie accompanies these women with different bodies.
Sirisha Tadepalli, marketing director, Zivame, said, “At Zivame, we put consumers at the core of everything we do. Being in the e-commerce business has given access to rich data. This, when combined with our understanding of various body types, has led us to creating the widest range that Indian women truly deserve - from 28A to 46H. To bring this alive, we’ve chosen a cast that’s diverse, in terms of body type and life-stages. This film is our endeavour to ensure that every woman finds her perfect fit, and doesn’t have to ‘fit into’ anything, be it lingerie or life.”
Rajesh Ramaswamy, executive director, Lowe Lintas, added, “Most lingerie ads feature lingerie models, and as a result, we felt like the category itself lacked a certain authenticity. Because lingerie is such a personal thing, we wanted our communication to be an honest representation of women in India today. We used real women from various walks of life to illustrate just how diverse and awesome they really are. A simple proposition that captured this spirit of #FitForAll”
The film is currently on-air on television and went live on YouTube on 8 February 2017.
Creative agency: Lowe Lintas
Production house: Walkabout Films
Director: Navzar Eranee
Media agency: Lodestar