Zivame highlights inner wear sizing with new campaign ‘The Museum of Boobs’

Inner wear brand Zivame aims to highlight the importance of fit and the diversity of Indian breast sizes in its new campaign ‘The Museum of Boobs.’ The campaign and brand film also shares information on finding the best fit bras.

“At Zivame, our mission is to empower every Indian woman to discover her perfect fit,” said Zivame’s head of brand marketing Khatija Lokhandwala in a press release. “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.”
 
Zivame’s brand film was brought to life by creative director Shikha Gupta and director Indrasish Mukherjee with production house Footloose Films. The campaign shows a wide range of everyday objects, ranging from mushrooms to umbrellas, and equates them to different breast shapes and sizes while recommending bra styles which best fit these profiles to help the wearer feel comfortable and supported in their intimate wear.
 
Zivame was founded in 2011 and describes itself as “India’s number one business to customer intimate wear brand.” The label offers over 50,000 lingerie, activewear, sleepwear, and shape-wear designs across over 180 stores and in over 6,000 partner stores across India, as well as online.