Zivame hosted a Pongal-themed in-store celebration at its outlet in Phoenix Marketcity Mall, Chennai, using the festive occasion to deepen engagement with shoppers and preview its upcoming Grand Lingerie Festival, scheduled to go live on 30 January. The event was inaugurated by actor Megha Akash and designed as an experiential retail initiative rather than a conventional promotional activity.
Set against a Pongal-themed décor, the celebration showcased Zivame’s product portfolio across lingerie, shapewear, sleepwear, loungewear and athleisure. The format brought together shoppers, influencers and media, positioning the store as a space for interaction, education and discovery.
Speaking at the event, Akash said, “For me, confidence truly begins with comfort, and lingerie plays a much bigger role in that than we often acknowledge.” Her presence added visibility to Zivame’s effort to normalise conversations around intimate wear and integrate it into everyday fashion narratives.
From a marketing lens, the event reflects Zivame’s focus on offline experiential retail as a complement to its digital-first origins. By anchoring the activation around a regional festival, the brand aligned itself with local cultural moments while reinforcing its solution-led product philosophy.
Daman Bali, head of brand marketing, Zivame, said the brand’s approach is rooted in understanding Indian women’s routines and everyday needs. “Through these in-store experiences and our upcoming Grand Lingerie Festival, we continue our effort to make solution-led intimate wear more accessible while creating spaces women can truly trust,” he said.
The event included guided walkthroughs and expert-led interactions, reinforcing Zivame’s emphasis on fit, comfort and judgement-free retail. These elements are central to the brand’s ongoing effort to move lingerie conversations away from stereotypes and towards functionality and confidence.
The Pongal celebration also served as a lead-in to the Grand Lingerie Festival, positioning it as an extension of Zivame’s retail and brand narrative rather than a discount-driven sale. By integrating celebrity presence, cultural relevance and product education, the brand sought to build anticipation while maintaining a neutral, informative tone.
The activation saw participation from shoppers, influencers and media, strengthening Zivame’s presence in a key urban market. As competition intensifies across both online and offline intimate wear retail, such experiential formats allow brands to differentiate beyond pricing and product range.
Through this Pongal celebration, Zivame is using culturally rooted, experience-led marketing to build trust, challenge stereotypes and reinforce its positioning around comfort, confidence and choice.
