Clovia's bold and beautiful take on #underfashion

This is the lingerie brand's first ever print campaign

Lingerie shopping in India is mostly associated with brick-and-mortar retail outlets even as the conversation over such transactions is executed in a most discreet manner. But, the entry of e-commerce players within the lingerie segment has changed the scenario to quite an extent. Today, such e-commerce players aim to turn any kind of talk around lingerie shopping, as well as the experience of shopping a fun, enjoyable and confident step towards dressing up.

Working around the same insight, lingerie and nightwear brand Clovia, recently launched its first-ever print campaign titled #underfashion. The campaign was co-created and co-conceptualised by Eagle Claw Advertising and Animal Advertising, with the latter being associated with the branding and design for the campaign. Towards the same, the brand also launched an app-only contest on social media platforms like
Twitter
and Facebook with the hashtag #underfashioncontest. In the contest, one could avail of a 25 per cent discount during November 16-18, by using the coupon code CLOVIA 25 on all kinds of lingerie offered by the brand.

The print creatives featured two bold and beautiful women, who manage to pull off the correct balance between their innerwear as well as outerwear, with equal poise and panache. The brand, through this campaign, has tried to break away from the lukewarm proposition often associated with the 'beautiful inside' concept which brings to mind clichéd imageries of dolled up women.

On the contrary, Clovia is symbolic of fun, being confident, and dressing up the way one chooses and that it believes, is not possible until one is as confident with the innerwear, which ultimately lends grace and confidence to the outward persona and demeanour of a woman. The current campaign also showcases different ranges available with the brand.

The brand's inspiration for #underfashion campaign stems from the fact that comfortable lingerie need not be drab, and Clovia as a brand, promises women beautiful lingerie that supports them in all their adventures.

The brand had launched a digital campaign in September, featuring copywriter-turned-comedian Neeta Palta deliver a humorous social commentary upon topics such as buying bras from awkward male shop owners, highly priced innerwear, sizes, and the social stigma over women's innerwear. E-commerce website FabAlley had also done a similar campaign called Unfollow, featuring comedian Radhika Vaz.