Zivame.com released five infomercials on 9 December in a bid to educate Indian women about some essential but not so well-known facts about lingerie usage. The infomercials have been conceptualised inhouse. Each infomercial is ten seconds long and will be telecast on leading Hindi and English GEC for a month
The films were executed internally.
The first infomercial titled ‘Lingerie sizes’, informs viewers that four out of five women in India wear the wrong bra size.
The second infomercial titled ‘Lifetime of a bra’, informs viewers that a bra has en expiry date of six months.
The third infomercial titled ‘a bra for every outfit’, informs viewers that there is a bra type for every dress type.
The fourth infomercial titled ‘Shapewear’, informs viewers that ‘shapewear’ can reduce a woman’s dress size by two sizes.
The final infomercial titled ‘beauty secret’, informs viewers that clothes fit perfectly only when you wear the right bra.
All infomercials end with a super of Zivame.com
Richa Kar, founder and CEO, Zivame said, “Our research showed us that a large number of women are shockingly unaware of good lingerie practices – whether it comes to selecting lingerie or using it. As leaders in the category, we believe it is our duty to sensitize all women – whether they buy online or not - about some of the basic do’s and don’ts of lingerie usage, particularly given the health and wellness implications. Television is the best medium for such large-scale reach out and we hope that our campaign will manage to bring about some much needed change in lingerie habits among Indian women. We plan to do more. ”
Creative agency: In house
Production house: Black Coffee Advertising