Delhi: Krvvy, a function-first women’s innerwear brand, has unveiled its first digital campaign titled ‘Shaq Tank’, coinciding with the launch of its TrueForm Support Bra. The campaign marks the brand’s strategic expansion into C–F cup sizes, highlighting the need for genuine size inclusivity in innerwear design.
The satirical campaign film features comedian, actress and writer Mallika Dua in her signature “Begum” avatar. Drawing inspiration from the familiar startup pitch-room format, the film flips the concept to question whether brands that promote inclusivity are truly designing products that support diverse body types.
In the film, Krvvy’s co-founders Yash Goyal and Anant Bhardwaj step into a stylised “Shaq Tank” to pitch their product, only to be challenged by the formidable Begum. Through sharp wit and pointed questions, the narrative shifts the focus from valuation to validation, raising a broader question about whether inclusivity is reflected in product engineering, sizing, and structural support, or simply used as a marketing message.
The campaign also introduces the TrueForm Support Bra, designed specifically for women in the C–F cup range, a segment the brand believes remains underserved despite growing demand for better-fitting and supportive innerwear.
Speaking about the campaign, Yash Goyal, Co-Founder and CEO of Krvvy, said, “We’ve always believed that inclusivity cannot stop at messaging; it has to be engineered into the product itself. It must reflect in grading, construction, fabric choices, and the structural support we build in. ‘Shaq Tank’ gave us the space to challenge that conversation openly. With TrueForm Support Bra, we’re taking a conscious, deliberate step toward designing with intent for women across C–F cups.”
Anant Bhardwaj, Co-Founder, Krvvy, added, “For a long time, women with fuller bust sizes have had very limited options that truly balance support with everyday comfort. The category has often treated these sizes as an afterthought, even though women’s bodies and fit needs are incredibly varied. With the TrueForm Support Bra, we wanted to address that gap by designing a solution that offers better support while still feeling comfortable enough for everyday wear.”
Through the ‘Shaq Tank’ campaign, Krvvy aims to spark a broader conversation around meaningful size inclusivity in the innerwear category, emphasising the importance of designing products that genuinely address diverse body needs rather than simply promoting inclusive messaging.
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