Zivame plunges into TV ads, part of scaling up

Online lingerie leader, Zivame recently launched a fresh TV campaign ‘Inside Out’ that revolves around women expressing their identity, personality and freedom of choice through intimate wear.

Inside Out

The new campaign is a brainchild of Famous Innovations and follows a theme of understanding that there is more to a woman than what one perceives.

On the occasion of the TVC launch, Richa Kar, Founder and CEO, Zivame said, “A woman plays many parts, a mother, a friend, a daughter, but her most intimate relationship is the one with her own self. At Zivame, we understand that her lingerie is an extension of that. It is more than just about ‘sex appeal’. It is an integral part of her lifestyle and the way she decides to feel every day. There is more to her than what she shows. We made this ad, keeping in mind the unread pages of her story; to celebrate all that she is to the world, and all that she is to herself. It is a refreshing route that shows lingerie seamlessly woven in her everyday life. We hope this campaign, Inside Out, will inspire her in her journey of self-discovery.”

Zivame is scaling up in a niche category and making it work

Who would have thought that lingerie would find takers in the online space? However, the success of Zivame in this niche category has paved way for other etailers and sellers too.

From the beginning Zivame has tried to engage with women at all levels through their innovative ads, promotional campaigns, social media and support services. This is why the shopping site has managed to strike the right chord with women.

Raj Kamble, Founder and Chief Creative Officer, Famous Innovations, spoke about Zivame’s innovative approach for brand building activities, “As an innovations company, we appreciate e-commerce clients as their approach to marketing tends to be more unconventional. Zivame is a particularly interesting brand because marketing in the lingerie category has so far been rather one-dimensional. No other brand speaks to women and for women in quite the same way. Other than the TVC, we are doing lots of small innovative initiatives with them that will further augment their authority in the category.”

Right from launching an app, shipping 10 lakh products a year to securing funds from Ratan Tata, things are looking up for Zivame.