Zivame asks women to ditch the lingeriewale bhaiya
Online lingerie store Zivame recently rolled out its ad campaign that showcases solutions for the lingerie shopping woes that most women face across the country. Conceptualised by Famous Innovations, the campaign comprises two TVCs that build a compelling case for offering women a much more intimate and pleasant shopping experience than what they currently get.
The films are based on key insights resulting from the research conducted by Zivame with 400 Indian women. The findings revealed that the two biggest problems faced by women while shopping for lingerie offline are:
Compromising on style or size because offline stores have limitations in stock and lack of knowledge on the part of sales assistants
Women might feel uncomfortable and may not be able to freely express themselves in the presence of salesmen
These insights have culminated into the two films. Both the films are a slice of life narrating everyday experiences women have with offline lingerie buying. The ad films run for durations of 30 seconds and 20 seconds each and will be telecast for a period of four weeks on leading Hindi and English general entertainment, movies, cookery and music channels.
Sirisha Tadepalli, Brand and Marketing Director, Zivame, remarked, “Lingerie shopping should be an intimate experience, which deserves a far more personal and comfortable environment. Every woman should feel good about purchasing lingerie and should not be settling for suboptimal sizes or styles due to lack of choices. Today’s woman is more dynamic, she’s more experimental and seeks to complement her lifestyle with the best. It’s our humble attempt to provide this woman the best lingerie shopping experience that she truly deserves.”
Shahnawaz Qadeer, Creative Director, Famous Innovations, added here, “Online lingerie shopping is a category that has tremendous potential in India, given the freedom of choice and intimate shopping experience it provides. With its wide range and expertise in lingerie, Zivame is perfectly poised to address the hurdles of the category. With a product offering so strong and relevant, we decided to keep the campaign tone of voice very honest and authentic. We aim to portray Zivame as every woman’s real friend and confidante.”
Launched in 2011 by Richa Kar, Zivame has raised $48 million from institutional investors like Khazanah Nasional Berhad, Zodius Capital, IDG Ventures, Kalaari Capital and Unilazer Ventures.
Creative agency: Famous Innovations
Production house: Chrome Pictures
Director: Manoj Pillay
Watch the Zivame ads: