Lingerie shopping, in India, has mostly remain confined to the physical retail outlets where one can try the product before buying it. Now, with the e-commerce boom, Zivame.com provide an alternative, offering a wide range of products, competitive pricing and easy return policies.
Zivame has rolled out its first TV campaign titled 'Explore Yourself'. The 30-seconder is a montage of confident women from different age groups, professions and walks of life sharing what they have found at Zivame.
Richa Kar, founder and CEO, Zivame.com, says that they want to make lingerie more 'mainstream'. "The intent is to create awareness about the category itself and why women should choose to buy lingerie online. I am sure the TV commercial will help us get many new women to try buying lingerie online," she adds.
Kar says that the biggest marketing challenge in India is the taboo associated with lingerie. "Why should a 'bra' be an uncomfortable word in today's time and age?" she asks, adding that the ad implores women to come out, explore lingerie and be comfortable about it.
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