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Zivame focuses on fit with new OOH lingerie campaign

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Lingerie brand Zivame aims to educate Indians about the benefits of correctly fitting inner wear with its new campaign titled ‘Meet Your Right Fit’. The new campaign harnesses the power of out-of-home marketing to raise awareness about fit and penetrate new markets. 

A billboard from Zivame’s new campaign – Zivame

Zivame’s new large-scale campaign highlights the struggles that wearing the wrong fit of lingerie can cause, the brand announced in a press release. According to Zivame’s research, 80% of women in India are unaware of their correct bra fit which means there exists a large, untapped market for branded lingerie with standardised sizing. Zivame aims to tap into this to boost sales and attract new customers. 
 
“This initiative is aimed at educating women across India about the transformative power of wearing the perfect bra fit,” said Zivame’s head of brand marketing Khatija Lokhandwala in a press release. “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.”

Zivame launched in 2011 and today describes itself as the “number one business to customer intimate wear brand in India”. Zivame counts over 150 brick-and-mortar stores and also has a presence in over 4,000 partner stores located across India. As well as its core lingerie line, Zivame also retails a selection of lounge wear, sleepwear, shape wear, and activewear in regular and plus sizes. 

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