Campaign India Team
Oct 08, 2012

Amanté Lingerie urges women to ‘Break up with the wrong bra’

View the ad campaign created by Happy Creative Services

Amanté Lingerie urges women to ‘Break up with the wrong bra’

Based on the insight that eight out of ten women wear bras of the wrong size, Happy Creative Services has created a campaign for Amanté lingerie asking women to ‘Break Up With The Wrong Bra’.

View the ads (story continues below)



Kartik Iyer, chief executive officer, Happy, said, “All innerwear or lingerie brands take the sex appeal approach often showcasing perfect bodied women in their ads. Besides the statistic that eight out of ten women wear the wrong bra size, research also pointed to us that most women feel embarrassed to look at ads featuring scantily clad women in public. So we decided to take the bull by its horns and talk about the real issues related to wearing the wrong kind of inner wear instead of selling false hopes. We consciously wanted to dispel the overall connotation to ‘sexy’ when it comes to all kinds inner wear, hence we chose to feature just faces of women. The objective clearly is to educate the consumer about the need for a better product.”

“This campaign has been carefully thought through, in not trying to objectify women, but more about dealing with the real issues and educating the consumer, so that they have an enjoyable experience wearing fine lingerie,” said John Chiramel, chief executive officer, Amanté.

“As a part of MAS Holdings, we have been producing and supplying women’s innerwear to most leading brands across the globe for over 25 years. So a large number of women around the world at any given point in time are wearing a product made by us. That, in a way, makes us nothing less than an expert in women’s intimate wear. That’s the pedigree behind Amanté and we want Indian women to know about it through this campaign,” added Ajay Amalean, managing director, Amanté.

Coinciding with the campaign, the brand has also launched the ‘Amanté Body Band’, a fit-tape to help women measure their bra size. The band was conceptualised by the marketing team at Amanté and designed by Happy. The Amanté Body Band shall be distributed amongst customers at various touch points.

The ‘Break Up With The Wrong Bra’ campaign will be seen in magazines, outdoor, on-ground activations and online, across Mumbai, Hyderabad, Delhi, Noida, Gurgaon, Pune and Bengaluru. A dedicated microsite has also been launched.


Client: Amanté Lingerie
Creative agency: Happy Creative Services

Chief executive officer: Kartik Iyer
Chief creative officer: Praveen Das

Chief operating officer: Siddartha Roy
Strategy: Ravi Bhat

Client servicing: Shweta Goud

Art director: Aswin Sridhar

Copywriter: Megha Ramesh

Photographer: Suresh Natrajan

Campaign India