Zivame has recently launched a unique property called “UNHOOKED”, featuring eight beautiful women, their unique body types, and their one-of-a-kind inspiring stories. These women embark on a journey of inside-out transformation, championed by the power of well-fitting intimate wear.The 6 to 8 minute episodes will showcase a diverse range of women, across different age groups, different body types, and different life stages, who will share their experiences, their insecurities, and their battles with everyday intimate wear with Sara Jane Dias, Actor, Anchor, and VJ, and Sejal Kumar, Fashion & Lifestyle Influencer.
Khatija Lokhandwala, Head-Brand Marketing, Zivame, spoke to Medianews4u about the marketing objectives, marketing and advertising spends of the brand, etc.
Speaking about the marketing objectives behind the unhooked campaign and the research that went behind the campaign, Khatija said, “Imagine if a makeover show was not just about how you look-it also helped motivate and inspire.” Zivame’s philosophy is to “Love Yourself Inside Out,” and that’s what we hope to inspire our consumers to do with this show. The show aims to strengthen our promise of delivering body confidence through the right intimate wear designed for the Indian body profile. “
Zivame Unhooked features eight beautiful women, each with their own unique body types and their own one-of-a-kind inspiring stories. These women embark on a journey of inside-out transformation, championed by the power of well-fitting intimate wear.
The 6 to 8 minute episodes will showcase real women, across different age groups, different body types, and different life stages, who will share their experiences, their insecurities, and their battles with everyday intimate wear with Sara Jane Dias—actor, anchor, VJ; and Sejal Kumar—fashion and lifestyle influencer.
The hosts take each individual on an emotional journey of rediscovering themselves while having fun along the way, in order for participants to find their inner beauty through this reflective experience. The episodes will also feature an exclusive expert section hosted by Zivame’s design head, Lakshmi Subramaniam, who will guide and help the guests find the right intimate wear for their specific needs.
Elaborating on the role played by Zivame in leading the charge in making the category more mainstream and real, Khatija said, “Conversations around the category used to take place in hushed tones, with women shying away from expressing their opinions on a category that forms an essential part of their wardrobe. Zivame’s campaigns have always aimed to break the taboos surrounding the category-from using the word “bra” for the first time on national television to the “Salesmen waali bra” campaign from a few years back that encouraged women to shop uninhibitedly in their private space. “
Zivame’s #FitForAll campaign emphasised body positivity for all, with the simple but powerful message: “Whether you are petite or curvy, Zivame is # FitForAll.”The campaign portrayed real women feeling at their most confident in lingerie. With an inclusive approach, this campaign aimed to create a fresh perspective on women and lingerie in India.
The brand’s latest campaign, “Dekho Maine Kya Kiya,” showcases how the right intimate wear made for your body type gives one the confidence and freedom to indulge in their every dream and desire.
Another important factor is that Zivame consciously portrays real, relatable Indian women instead of glamour shots and provocative poses to encourage meaningful conversations.
Speaking on the brand’s marketing and ad spends, she said, “Given our digital DNA, we lead with digital marketing, even as we increase our presence on social media and content marketing. We use the principle of accessibility and personalization in our approach to marketing. We are media agnostic and choose the right channel based on the objectives of every campaign. “
Speaking about the imminent plans of the brand, Khatija said, “We want Zivame to be the preferred destination for every Indian woman for all her intimate wear needs.” Zivame’s brand ethos is to provide women with a personal and inclusive platform to shop, celebrate every woman and provide the right innerwear for every body type, build a secure, private community to encourage conversations, and provide her with exciting and modern experiences.