Campaign details

Brand: Zivame
Brand owner: Zivame
Lead agency: Famous Innovations
Country: India
Industries: Clothing, apparel
Media channels: Mobile & apps, Online display, Online video, Social media, Television
Budget: Up to 500k

Executive summary

To challenge a century-old buying behaviour and move audiences to an absolutely new platform, Zivame, India's first online lingerie brand, had a huge task at hand. To make matters worse, it was dealing with a topic that went beyond justclothes: it was about a woman's right to express herself. And in a country like India, women's rights and self-expression are still a major challenge.

The strategy that Zivame employed was to give the woman a discreet platform that allowed her a progressive shopping experience free from prying eyes and embarrassment. It showed the consumers the typical scenario they faced at the brick and mortar stores and how Zivame was different. As a result, Zivame saw a massive migration from the brick and mortar stores to its online platform. It generated twice the number of sales compared to what it saw before the campaign, as well as a three-digit percentage growth in app downloads and organic traffic.

Market background and cultural context

Progress for women in India, still part of a tiny statistic