Zivame shows How it is Used

The online lingerie e-tailer executes infomercials to make women aware about desirable lingerie habits.

India women largely are ill-informed about the best practices of wearing lingerie, reveals a study undertaken by online lingerie platform, Zivame.com. In a bid to address this, the platform has launched five informercials addressing some of the most common lingerie faux pas prevalent in India.

Titled Did you know?, the five 10-second long infomercials inform women about Lifetime of a bra, Shapewear, A Bra for every outfit and Lingerie Sizes. Each infomercial 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 company will also execute infomercials that will address matters of lingerie etiquette; the benefits of matching innerwear with outerwear and use of niche products like shapewear.

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 reveal that that four out of five 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 six months and often equate expensive lingerie with longevity. According to Zivame's survey, 53 per cent were still using bras that were more than six months old. The infomercials aim to educate women about such lingerie basics that are important for their health and wellness.

Richa Kar, founder and CEO, Zivame, says, "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 lingerieusage, 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 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. It features over 5000 lingerie styles, 50 brands and 100 sizes. It offers 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,.

The platforms also offers services like 'Try at Home', 'Fit consultant', 'Discrete Packing' and 'Fitting lounge in Bangalore'. It houses domestic and 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.