Bengaluru: Zivame has launched its latest campaign, ‘Makes Room For Change’, spotlighting the changing nature of a woman’s body and the need for intimatewear that adapts to those shifts.
Built around the insight that a woman’s body is never static, the campaign highlights how physical changes caused by menstrual cycles, hormonal fluctuations, bloating, workouts, stress, sleep, climate, sweating, weight changes and daily movement can impact comfort and fit. Through the initiative, Zivame aims to position itself as a brand that designs intimatewear around adaptability rather than rigid sizing standards.
The campaign showcases a range of products designed to support these changing body needs, including bonded seam-free bras, 4-way stretch styles, breathable cotton-lined cups, one-size panties, flexible shapewear, minimiser bras, sports bras and easy-fit sleepwear. The brand said the focus is on delivering greater comfort, flexibility and ease for women across different moments of the day and month.
The new initiative follows Zivame’s earlier ‘Museum of Boobs’ campaign, which focused on helping women understand breast shapes and fit requirements beyond standard sizing. With ‘Makes Room For Change’, the company is extending the conversation from body shape to body change, while reinforcing its innovation-led approach to intimatewear.
Speaking on the campaign, Daman Bali,Marketing Head, Zivame, said, “For us, ‘Makes Room For Change’ is not just a campaign line ; it is a product and consumer philosophy. We have always listened closely to the real, everyday discomforts women face with intimatewear, and this campaign gives language to those moments. It reflects our larger commitment to designing intimatewear that understands the Indian woman better not just her size, but her life, her body and the way both keep changing.”
At the centre of the campaign is the belief that intimatewear should adapt to women rather than forcing women to adapt to it. The brand said the campaign has been designed to reflect everyday realities and create awareness around comfort-led intimatewear choices.
The campaign will be rolled out across digital, social media, performance marketing, CRM, website and app platforms, along with retail touchpoints. Product-led communication across bras, panties, shapewear, activewear and sleepwear categories will further support the campaign rollout.
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