Zivame launches #meetyourrigthfit OOH campaign

Zivame, one of India’s leading intimate wear brand, is leading the discussion on ill-fitting lingerie with a captivating strategy, this time using innovative out-of-home (OOH) marketing. 

It is believed that almost 80% of women in India are unaware of their right bra fit. Zivame’s #MeetYourRightFit campaign is designed to encourage women to discover their right fit by highlighting the struggles that come from wearing ill-fitting lingerie. The campaign vividly depicts the adverse effects and discomfort caused by poorly fitting bras with thought-provoking copies displayed on strategically positioned billboards in Mumbai, Delhi, and Pune.

The campaign is an extension of Zivame’s brand belief that every woman should be able to wear intimate wear that fits flawlessly, without sacrificing comfort, all the while fostering body positivity. 

Commenting on the initiative, Khatija Lokhandwala, Head- Brand Marketing, Zivame, said, “This initiative, is aimed at educating women across India about the transformative power of wearing the perfect bra fit. 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.”

Starting on 15^th June, the campaign will be live until 30^th July.