Zivame has launched a campaign #DekhoMaineKyaKiya (look what I’ve done), encouraging women to embrace their inner desires, regardless of their body type. Conceptualised by Lowe lintas, the film aims to answer the common question ‘can I pull it off’, that has been holding women back for so long.
The film showcases women across different age groups, body profiles and different geographies, indulging moments of liberation and joy. Right from a mother enjoying playful moments with her kids, a woman indulging in her love for dancing, to a mature woman stepping out of her comfort zone by trying something new, the film conveys how the right intimate wear can add to one’s body confidence.
Amisha Jain, CEO, Zivame, said, “Our campaign celebrates every Indian women as she goes about life, stealing simple moments to make them her own, fulfilling desires and at times pushing the boundaries. We want her to explore her dreams with confidence, that comes from the right intimate wear.”
Puneet Kapoor, regional creative officer, Lowe Lintas Bangalore, said, “The genesis of the idea ‘Dekho Maine Kya Kiya’ comes from the liberation and confidence that the right intimate wear allows. Intimate-wear that is uniquely made for different body-types. It celebrates women who push the boundaries with their unique ways as they go about their everyday life with aplomb and tenacity.”
Creative agency: Lowe Lintas
Production house: Nineteen Films
Director: Akanksha Seda