Zivame, an Indian intimate wear brand, aims to change the conversation about ill-fitting lingerie through an out-of-home (OOH) marketing strategy.
The company cites research that shows 80pc Indian women don’t know their correct bra size. The #MeetYourRightFit campaign aims to help women find their perfect fit by highlighting the problems caused by wearing ill-fitting lingerie.
The campaign uses billboards with messages like “Why put up with discomfort and restrictions?” strategically placed to grab attention. According to Zivame, the campaign reflects its belief that every woman deserves comfortable and well-fitting intimate wear while promoting body positivity.
Commenting on the initiative, Khatija Lokhandwala, Head- Brand Marketing Zivame, said, “This initiative, is aimed at educating women across India about the transformative power of wearing the perfect bra fit. At Zivame, we believe that every woman deserves to feel confident and comfortable in her own skin, and our campaign aligns with our commitment to promoting body confidence.”
