Online lingerie platform for women Zivame.com has launched a brand campaign conceptualised by Famous Innovations.
The ad film features women expressing the difference between their personality projected to the ‘outside’ world versus how they really are ‘inside’. A chic-looking party girl, once home opts for comfort instead. A shy girl by the pool, is her confident self once in the water. The kid-friendly girl turns into a yoga expert. The woman working in a lab in the plain white coat turns into a drummer in her down time. The corporate professional turns into a giggly girl wearing cute-looking overalls at home. The film ends with the campaign message, “Zivame, discover yourself inside out”.
Richa Kar, founder and CEO, Zivame, said, “A woman plays many parts, a mother, a friend, a daughter, but her most intimate relationship is the one with her own self. At Zivame, we understand that her lingerie is an extension of that. It is more than just about 'sex appeal'. It is an integral part of her lifestyle and the way she decides to feel every day. There is more to her than what she shows. We made this ad, keeping in mind the unread pages of her story; to celebrate all that she is to the world, and all that she is to herself. It is a refreshing route that shows lingerie seamlessly woven in her everyday life. We hope this campaign, Inside Out, will inspire her in her journey of self-discovery.”
Raj Kamble, founder and chief creative officer, Famous Innovations, said, “As an innovations company, we appreciate e-commerce clients as their approach to marketing tends to be more unconventional. Zivame is a particularly interesting brand because marketing in the lingerie category has so far been rather one-dimensional. No other brand speaks to women and for women in quite the same way. Other than the TVC, we are doing lots of small innovative initiatives with them that will further augment their authority in the category.”
The campaign will run for two months on music, movies and entertainment channels.
Creative agency: Famous Innovations
Production house: 30 Seconds of Fame
Director (film): Uzer Khan
Music: Deepanjan, Micu Patel