What comes to your mind when you think of lingerie ads? A supermodel body in sexy lingerie, with flawless skin, and a glamorous smile?
That is basically every single lingerie brand out there. All ads or social media posts we see tells women that they either need to have a supermodel body to rock a certain lingerie, or if they don a certain style, they will magically transform into one.
But before you turn away in disappointment, take a look at this refreshing route taken by Zivame through its new campaign – #FitForAll. A wonderful take on different physical appearances of women and how their lingerie caters to all types of bodies, Zivame’s TVC shows gorgeous, everyday women in a relatable setup, flaunting their lingerie and most importantly, their bodies. From getting ready for a date to lounging alone at home there are women of all shapes and sizes in their Zivame lingerie, being themselves.
We talk to Sirisha Tadepalli, Marketing Director at Zivame, about why it is important to have a strong stance on self-love.
What went behind conceptualizing the campaign?
Zivame was created to address one of the largest issues women face, ‘Lingerie Shopping’. India as a market didn’t realize the importance of lingerie for women – who couldn’t shop without facing embarrassment. Zivame gave women a space to shop for lingerie in an uninhibited way. Being India’s leading lingerie destination for women, Zivame was the first to create communication around the awkwardness Indian women face with the ‘Salesman wali bra’ ad.
Over the years, our brand has evolved to understand the various needs of different body types in India. We believe that when women come in all sizes, so should their lingerie. With an inclusive approach, our new campaigns aim to create a fresh perspective on women and lingerie in India.
There is a very crucial message behind the campaign about women’s bodies. How difficult or easy was it to weave the message into your product offering?
While Indian women pan across all sizes from XS to XXXL or in lingerie terms, 28 A to 44 H, most brands have only been catering to the so called ‘popular/profitable’ part of the consumer segment, leaving the other ends of the spectrum with no choice.
For Zivame, consumers come first and we wanted to break this pattern. We responded to the voice of the consumer which was clearly asking for choices and sizes across the spectrum. Thus, was born our thought ‘Fit For All’, which is a true reflection of our product offerings. The objective of the campaign is to portray Zivame as a brand that is inclusive and celebrates every body type. To bring this alive, we’ve chosen a cast that’s diverse, in terms of body type and life-stages. This film is our endeavor to ensure that every woman finds her perfect fit, and doesn’t have to ‘fit into’ anything, be it lingerie or life.
Providing good customer service is at the core of what you do. How do you build relationships and drive more engagement?
We believe that the most important factor in which consumers determine where to shop from is the experience that the brand offers. At Zivame, our focus is on offering women the best lingerie shopping experience, right from a wide range of collection that we offer to fit consultation and product delivery.
In terms of content marketing, what is more important for Zivame – quantity or quality?
Being India’s leading lingerie destination for women, Zivame believes quality is a true reflection of the brand. We have stringent quality measures across products and services – be it digital, physical or ‘phygital’. Today, audiences are well informed and we constantly strive to give them high-quality content that they can engage with.