Zivame.com has launched its first television campaign that highlights its extensive selection of lingerie for women from all walks of life. The ad film was conceptualised by Fisheye Creative solutions.
The film focuses on women from various age groups and walks of life, sharing their preferences in lingerie that they have found on Zivame.com. It features two young women, a policewoman, an entrepreneur, an athlete, a doctor, a lawyer, an elderly woman, and a newlywed bride, among others. As the protagonists voice their preferences, which range from ‘strapless bras’ to ‘pink thongs’ to ‘tummy tuckers’, a voice over says, “Explore my friend. There’s so much for you at zivame.com. 50 brands, 5000 styles, 100 sizes. Zivame.com, make it your lingerie destination.”
Richa Kar, founder and CEO, Zivame, said, “We are very excited to launch our first television campaign. Lingerie as a category is underserved through offline retail with limited availability of sizes, types and designs. With our campaign we want to highlight how women from across the country are increasingly coming to Zivame and exploring the huge collection that we have on offer, including products they may have never heard of before!”
She added, “We also want to make lingerie more mainstream. Why should ‘bra’ be an uncomfortable word in today’s time and age? Lingerie is such a mundane and intrinsic part of a woman’s life and yet discussing it is still a taboo. We want women to come out, explore lingerie and be comfortable about it.”
Dave Banerjee, creative director, Fisheye Creative Solutions, added, “Lingerie as a category, has always been showcased either in a utilitarian setting or in an obviously sensuous manner. This campaign negates that ageing stereotype by showing women comfortably and confidently exploring various lingerie. Something they've never been able to do before."
Creative agency: Fisheye Creative Solutions
Creative team: Praveen Balachandran, Abhijit Ganguly, Eldho George
Planning: Dave Banerjee
Servicing team: Kaustav Das, Tashina Ahmed, Paramita Mitra, Aakruti Thimraj
Production house: In-house (Fisheye Creative Solutions)
Director (film): Nishant Gangadharan