Zivame aims to break stereotypes in its new campaign with Aishwarya Mohanraj

By

Maverick Martins

Published
Dec 21, 2020

​Women’s lingerie brand Zivame has collaborated with Aishwarya Mohanraj to launch a campaign on t-shirt bras, as it looks to mainstream the lingerie category. 

With this campaign, the brand aims to highlight on real life challenges and embarrassment faced by women due to bra outlines being visible, restricting their choice of outerwear.
 
The brand aims to highlight this issue and the taboos associated with it through humour, which is fun and relatable.

Commenting on the campaign, Khatija Lokhandwala, head marketing at Zivame, in a statement said: “Using engaging formats to educate customers about seemingly taboo topics is a Zivame trademark and has enabled the brand to strike the right chord and connect deeper with our audience.”
 
Zivame has recently been focusing on expanding its product categories from beyond women’s lingerie, intimate wear, and sleep wear. It has also launched a line of activewear featuring leggings and sports bras, and a line of shapewear designed specifically to be worn with sarees.
 
The Bengaluru-based business has a strong presence in the country’s lingerie market and plans to further expand in the coming year with an aim to break-even.