Zivame has launched its latest campaign, ‘Makes Room For Change’, centred on the idea that a woman’s body constantly changes and intimatewear should adapt accordingly. The campaign highlights everyday physical changes experienced by women and positions the brand’s products as solutions designed to accommodate those shifts through comfort-focused innovation.
The campaign is built around the insight that women’s bodies are not static and can change across months, weeks, days and even within the same day. Zivame said traditional intimatewear has largely been designed around fixed body measurements and standardised fits, often overlooking the fluctuations women experience due to lifestyle and biological factors.
Through the campaign, the brand draws attention to changes caused by menstrual cycles, hormonal fluctuations, bloating, workouts, stress, sleep patterns, climate, sweating, weight changes and everyday movement. The communication focuses on the discomforts these changes can create, including bras feeling tighter later in the day, panties becoming restrictive during bloating, shapewear causing discomfort and sleepwear lacking flexibility.
‘Makes Room For Change’ positions Zivame as a brand focused on designing intimatewear that responds to these evolving body needs. The campaign highlights products including bonded seam-free bras, 4-way stretch styles, breathable cotton-lined cups, one-size panties, flexible shapewear, minimiser bras, sports bras and easy-fit sleepwear.
The campaign follows Zivame’s earlier ‘Museum of Boobs’ initiative, which focused on educating women about different breast shapes and the importance of finding the right fit beyond conventional sizing. With the new campaign, the brand extends the conversation from body shape to body changes, shifting the focus from static sizing to adaptive comfort.
Daman Bali, marketing head, Zivame, said, “For us, ‘Makes Room For Change’ is not just a campaign line ; it is a product and consumer philosophy. We have always listened closely to the real, everyday discomforts women face with intimatewear, and this campaign gives language to those moments. It reflects our larger commitment to designing intimatewear that understands the Indian woman better not just her size, but her life, her body and the way both keep changing.”
At the centre of the campaign is the message that intimatewear should adapt to women’s bodies rather than requiring women to adjust to restrictive products. The communication strategy focuses on positioning comfort, flexibility and adaptability as core aspects of intimatewear design.
The campaign will be rolled out across digital platforms, social media, performance marketing, CRM, the brand’s website and app, as well as retail touchpoints. Product-led communication will support categories including bras, panties, shapewear, activewear and sleepwear.
Founded in 2011, Zivame offers more than 50,000 styles across lingerie, sleepwear, shapewear and activewear in over 100 sizes. The company said it continues to focus on combining consumer insights, technology and design innovation to build its omnichannel intimatewear business.
