New campaign aims to answer Indian women’s lingerie woes

New Delhi, Apr 1 () Voicing inhibitions women face while buying underwear, online lingerie retailer Zivame has launched two new TV commercials, which seek to offer women a more intimate and pleasant shopping experience than what they currently get.

The campaign, that goes live today is based on results of a survey conducted by the brand after speaking to over 400 women across the country.

“Lingerie shopping should be an intimate experience which deserves a far more personal and comfortable environment. Every woman should feel good about purchasing lingerie,” says Sirisha Tadepalli, Brand and Marketing Director, Zivame.

According to the study, one of the major issues faced by women while shopping for lingerie offline is that they often end up compromising on style and more importantly on size because of lack of knowledge on the part of sales assistants at stores, besides the limitations in stock.

“Women should not be settling for suboptimal sizes or styles due to lack of choices. Today’s woman is more dynamic and experimental. This is an attempt to provide this woman the best lingerie shopping experience that she truly deserves,” says Tadepalli.

Another problem characteristic of lingerie shopping, particularly in an Indian society is that it is likely that women feel uncomfortable in the presence of salesmen and may not be able to freely express their choices.

The second commercial aptly points out how more than often women end up buying “Bhaiya’s (salesman) favourite bra,” fearing uncomfortable reactions on their preference for a push-up or lacy options.

As an alternative to this awkward interaction with an ignorant salesman, Zivame through the campaign offers its customers an extensive assortment of 5000 styles in 100 sizes, while redefining lingerie-shopping experience in the most private manner possible.

“With its wide range and expertise in lingerie, Zivame is perfectly poised to address the hurdles of the category. With a product offering so strong and relevant, we decided to keep the campaign tone of voice very honest and authentic.

“We aim to portray Zivame as every woman’s confidante. Our mobile app makes it even more accessible to shop lingerie at one’s own convenience,” says Shahnawaz Qadeer, Creative Director, Famous Innovations.

Both films, have been culled out from everyday experiences that women have with offline lingerie buying and is lined up for telecast for a period of 4 weeks on leading Hindi and English general entertainment, movies, cookery and music channels. TRS ANS

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