Zivame Launches Its New Campaign: ‘The Museum of Boobs’

National, November 18th, 2024: Zivame, India’s leading intimate wear brand, continues to reshape the intimate wear landscape with its latest campaign, The Museum of Boobs. It spotlights the importance of knowing your unique breast profile to find the Right Fit. More than just a matter of band and cup size, this campaign highlights the diversity of breast profiles among Indian women, emphasizing that true fit goes beyond traditional measurements.

For too long, the intimate wear industry has simplified Fit to the narrow equation of size alone. The Museum of Boobs campaign challenges this view, urging women to recognize and understand their unique breast profiles as an essential step in achieving their perfect fit. With this campaign, Zivame redefines what it means to feel truly comfortable and supported in intimate wear – empowering every woman to discover her right fit, one that’s as unique as she is.

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Celebrating Every Curve: Zivame’s Playful Ode to Perfect Fit

The campaign features a witty and visually captivating short film that highlights the uniqueness of every breast profile using relatable metaphors like everyday objects – from mushrooms to umbrellas. It humorously addresses the one-shape-fits-all approach of conventional bra-makers while spotlighting Zivame’s expertise in designing bras that cater to every breast shape & size. The campaign celebrates Zivame’s commitment to creating bras that go beyond size charts to truly enable women to find their perfect fit.

“At Zivame, our mission is to empower every Indian woman to discover her perfect fit. We’ve perfected the art of designing bras for all unique shapes and sizes, and the Museum of Boobs campaign brings this expertise to life, celebrating the diversity of breast profiles and showcasing that the Right Fit is about more than just a number.”

– Khatija Lokhandwala, Head – Brand Marketing at Zivame

The Museum of Boobs campaign is rooted in Zivame’s decade-long expertise in understanding the unique needs of Indian women. By prioritizing research and innovation, Zivame has set a new standard in intimatewear, redefining what it means to find the perfect fit. This campaign not only underscores Zivame’s commitment to challenging outdated norms but also empowers women by educating them on the true meaning of the right fit.

Credits

Creative Director: Shikha Gupta
Production House: Footloose Films
Director: Indrasish Mukherjee

About Zivame

Founded in 2011, Zivame is India’s No. 1 B2C intimate wear brand with a mission to make lingerie shopping personalized, inclusive, and convenient. Zivame is at the forefront of innovation in intimate wear, offering over 50,000+ designs across lingerie, activewear, sleepwear, and shapewear in 100+ sizes to cater to every woman. With over 180+ retail stores and a presence in 6000+ partner stores across India, Zivame has become a trusted destination for every woman’s intimate wear needs.

Zivame’s design philosophy is rooted in the belief that every woman is unique. From introducing India’s first online Fitcode to launching inclusive campaigns like Museum of Boobs, Zivame continues to set benchmarks in innovation and inclusivity.