Brand comm
Zivame unveils new brand identity; launches #PairItRight TVC campaign

Mumbai: Lingerie brand Zivame today unveiled its new brand identity with a tagline 'Love Yourself Inside Out.' This new identity aligns with the company's vision of creating an exciting, modern and inclusive environment for women to discover and shop for their intimate wear needs.

Speaking on the occasion, Amisha Jain, CEO Zivame, said "Zivame has come a long way since its inception and has played a pivotal role of a catalyst in growing the category and shifting perceptions. The past 2 years have been particularly good for us, as our revenues have grown 63% in FY18 to Rs. 86.6cr. FY19 has seen 50%+ growth in revenues. Zivame brand's gross sales reached 220Cr+ run rate at March '19 exit. Our transformation journey to become a destination of every woman's intimate wear needs reflects in our sustained initiatives and even in our new brand identity. The new tagline 'Love yourself inside out' invites women into a world to discover their personal style, a space where they can Browse, Discover and Shop while retaining a sense of their individuality. Every element of this new identity, be it the choice of colour or the design, is truly a reflection of what our customers expect from us."

"Opportunities in this segment are immense and we are confident that with our planned initiatives and omni-channel approach we would be able to address the intimate wear needs of every Indian woman. Our R&D team is rigorously working towards studying Indian body type that will help us in bringing out products to address and suit Indian women's needs. We have also recently raised INR 60 crore funding as part of a bridge round, which will be used for the ongoing and future retail expansion, augmentation of technology, product development and strengthening Zivame's omnichannel strategy." added Amisha Jain, CEO, Zivame.

Speaking about the campaign Amisha Jain said "With the evolving relationship between a woman and her bra, our new communication campaign has taken a unique approach where the importance of the right bra for any outfit has been highlighted. Through this campaign, Zivame hopes to create meaningful conversations that encourage women to build the right bra wardrobe which can be paired with various outfits for a seamless and confident look. We want to provide women a personalised and inclusive platform where they are celebrated for being themselves"

Hari Krishnan, president, Lowe Lintas, said, "For years, lingerie advertising has been nothing more than glamour shots and provocative poses. This new campaign for Zivame breaks the mold by talking about how innerwear can change your outward appearance. #PairItRight repositions lingerie as a fashion essential, rather than an unseen necessity"

Credits:

Creative Agency: Lowe Lintas

Production House: Superfly Films

Director: Kopal Naithani

Producer: Samson Vasave

Media Agency: Starcom