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Zivame announces new infomercials to promote best practices in lingerie usage

Spurred by survey that reveals a host of ill-informed lingerie decisions by women in India Zivame to launchinfomercials to make women aware about desirable lingeriehabits

  •  53% wear bras that are more than 6 months old!
  •  4 out of 5 women in India wear wrong sized bras!
  •  Low awareness levels on matching innerwear with outerwear.
  •  10-second infomercials to educate women on such lingerie basics.

Bangalore, December 9, 2014: In a bid to educate Indian women about some essential but not so well- known facts about lingerie usage, India’s leading online lingerie store, Zivame.com today announced the launch of 5 new TV infomercials addressing some of the most common lingerie faux pas prevalent in  India. The need for an educational approach arose because several of these less than desirable lingerie practices, have health and wellness implications for women. Each infomercial will be of 10 seconds in duration and will be telecasted for a month on leading Hindi and English general entertainment, movies, cookery and music channels. The company will also be targeting HD channels for the campaign.

The insights for the infomercials have been drawn from a survey conducted by Zivame to study lingerie habits of its customers as well as from customer feedback and knowledge it has gathered over the years. The survey brought to fore some shocking facts about women’s understanding of lingerie. Key findings include that that 4 out of 5 Indian women do not know their right size and have been wearing wrong size bras all along!

Women are also not aware that the life of a bra is a maximum of 6 months and often equate expensive lingerie with longevity. According to Zivame’s survey, 53% were still using bras that were more than 6 months old! The infomercials aim to educate women about such lingerie basics that are important for their health and wellness. Additionally, there will be infomercialsthat will address matters of lingerie etiquette; the benefits of matching innerwear with outerwear and use of niche products like shapewear.

Richa Kar, Founder and CEO, Zivame said, “Our research showed us that a large number of women are shockingly unaware of good lingerie practices – whether it comes to selecting lingerie or using it. As leaders in the category, we believe it is our duty to sensitize all women – whether they buy online or not – about some of the basic do’s and don’ts of lingerie usage, particularly given the health and wellness implications. Television is the best medium for such large-scale reach out and we hope that our campaign
will manage to bring about some much needed change in lingerie habits among Indian women. We plan to do more. ”

Launched in 2011 by Richa Kar, Zivame is India’s leading online lingerie store. The company has raised $9 mn in Series A and B funding from institutional investors like IDG Ventures, Kalaari Capital and Unilazer Ventures. Zivame released its first TV campaign in November 2014. You can watch it here.

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About Zivame.com

Zivame is India’s leading online lingerie store, featuring over 5000 lingerie styles, 50 brands and sizes.  It was launched in August 2011 by Richa Kar, who brings experience from retail and marketing.

With an array of selection ranging from everyday lingerie essentials, plus size lingerie, maternity, sports, shapewear to bridal lingerie, leisure wear, nightwear and swimwear for women, it is an online lingerie store where women can understand their lingerie needs, browse through styles, order for their right size and get their order delivered at their doorstep without any embarrassment.

With offerings like ‘Try at Home’, ‘Fit consultant’, ‘Discrete Packing’ and ‘Fitting lounge in Bangalore’,  Zivame sits top of mind of every woman while shopping lingerie online. The collection houses domestic and award winning international brands like Anita, Leonisa, Panache, Enamor, Wonderbra, Triumph, Lovable, Jockey, Amanté, Bw!tch, Curvy Kate, and many others. Zivame also retails their own brands like Penny and Cou Cou.



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