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<ul><li><keyword id="972687" type="LOCATION" weightage="20" keywordseo="Zivame">Zivame</keyword> has launched a new consumer campaign. </li><li>It features brand's consumers and employees. </li></ul>Move aside models, cue in us! Zivame, a women’s intimate wear brand, has announced its latest campaign Kuch New Ho Jaye featuring Zivame consumers and its own employees. The campaign focuses on <keyword id="3723897" type="COMPANY" weightage="20" keywordseo="real-women">real women</keyword> proudly showcasing products from Zivame making the brand more relatable to its core consumers. It encourages women to experiment and explore intimate wear with Zivame. From finding their right fit using Fitcode, to experimenting with prints and colours, to trying out new Activewear and Nightwear styles, Zivame is encouraging women to try something different within the safety and comfort of their homes. <div type="Youtube" id="QSsNWOPf5Nw" title="Kuch New Ho Jaye- with Zivame!" thumbUrl="https://i.ytimg.com/vi/QSsNWOPf5Nw/mqdefault.jpg"></div> Speaking about the campaign, Khatija Lokhandwala, Head Marketing, Zivame, said, “We wanted to encourage consumers spending a large amount of time at home to explore and experiment with intimate wear and discover something that they love. The use of Zivame consumers in our imagery is aimed to have women look at our products and see them on bodies they can relate to."

Zivame features real customers in its latest campaign; lets go of professional models to help women relate with the bodies they see on screen

<ul><li>Zivame launched a new campaign yesterday called #DekhoMaineKyaKiya.</li><li>Conceptualised by <keyword id="274876" type="COMPANY" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword>, it showcases how women have a desire to imagine themselves in new ways and are hoping to expand their boundaries, but for some, the question of “Can I pull it off?” holds them back.</li><li>We go behind the scenes and talk to Zivame’s Head of Marketing, <keyword id="11699256" type="UNKNOWN" weightage="20" keywordseo="Khatija-Lokhandwala">Khatija Lokhandwala</keyword>.</li></ul>Have you ever wondered what it would be like to care a little less about society’s opinions on your body, erase all the filters in your mind that hold you back and do things you always wanted to do, unabashedly -- like dance in your nightwear in a random wedding procession, hula hoop a tyre in your sari or cartwheel on the beach like no one is watching? Then you would like Zivame’s latest campaign #DekhoMaineKyaKiya. It encourages women to just let go and watch the magic happen. Conceptualised by <keyword id="3101007" type="PERSON" weightage="20" keywordseo="Lowe-Lintas-Bangalore">Lowe Lintas Bangalore</keyword>, the campaign pushes women to be themselves, explore new things and wear outfits and intimate wear that make them feel more confident in their own skin. It is also about women companionship and celebrating each other’s small victories, especially if it is as small as wearing a dress that makes your neighbors frown. <div type="Youtube" id="CsivRk4ZrlM" title="Dekho Maine Kya Kiya" thumbUrl="https://i.ytimg.com/vi/CsivRk4ZrlM/mqdefault.jpg"></div> Sharing the insight behind the campaign, Khatija Lokhandwala, Head of Marketing, Zivame said, “Women of today have a desire to imagine themselves in very different and new exciting ways. They are hoping to push and expand their boundaries. But a lot of the time, there's a question that always holds them back: ‘Can I pull it off?’ Whether it is trying a different outfit, a new activity, indulging in a new experience but sometimes a lack of confidence, makes her question whether she can actually go ahead and do it. But only if she had the right intimate wear, which is designed for her body type, she would be able to express herself confidently, and go ahead and do anything that our heart desires. And that's the core insight on which the campaign has been built. Lingerie in today's day and age has already become an enabler of one personal style and body. Our campaign basically encapsulates the confidence and the freedom that comes through wearing the right intimate wear.” The music is a cherry on top, that makes you wanna groove and do something rebellious. It goes, ‘Pehle kiya na, fir first time haan... and one more time -- rock it.’ It encourages women to expand their horizons and say yes to exploring new things. A majority of Zivame’s marketing spends for this campaign will be concentrated on digital mediums because it wants to reach out to digital-savvy consumers. Zivame has also partnered with 100 influencers from different professions such as TV show stars, athletes, music industry, micro-influencers, A-list influencers including Pooja Raina, Dr Heli Daruwala, Jasleen Royal, Aisha Mahdi, Shefali Bagga, Sonali Swami, Sonakshi Singh, to mention a few. To further engage with its audience, it has launched a digital contest asking women to talk about breaking stereotypes and win vouchers worth Rs 10,000 in return. Women have already started sharing how they want to pursue their simple desires such as getting a tattoo, spending their money on themselves, dancing in the rain on the street and traveling the world with their kids. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <cmsannotation type="cmsannotation" annotationid="Focus on inclusivity" text="Focus on inclusivity">Focus on inclusivity</cmsannotation> In the last few years, we have seen more and more Indian brands wake up to the importance of inclusivity. They are making a conscious effort to cast women of different body shapes, sizes, colour, age and geographies in their campaigns. Zivame’s latest campaign also ticks a few boxes. It is also refreshing to see older women in an intimate wear advertisement. Lokhandwala said that the brand is trying to make its overall communication a little more inclusive, one social media post and campaign at a time. Telling us why the brand decided not to collaborate with a celebrity, she said, “It's an inclusive campaign that celebrates every Indian woman. There's a mother who is enjoying playful moments with her kids, you see a woman who's indulging in her love for dancing. There's an older woman who's stepping out of her comfort zone to try something different. You see young girls who are basically breaking norms, breaking barriers and celebrating in their own style. The campaign encapsulates women from different life stages, and showcases how they are indulging in their dream. So, we wanted the campaign to be relatable to everybody who watches it. And to ensure that it is relatable, we felt that celebrities may not be the right partnership to go for this campaign. We just wanted it to showcase real women.” The stigma surrounding discussion around intimate wear is steadily decreasing. There has been a substantial increase in demand for sportswear, bralettes, activewear and daily intimatewear as Indian women have seen their per capita spend double over the last 7 years. With this, the market potential has also increased. Simultaneously, marketing in the intimate category has also evolved, today it is more about inclusivity, diversity, comfort than style to cater to a varied population in India. Telling us how Zivame’s consumers have changed after the pandemic, Lokhandwala said, “This current era is actually shaped by the pandemic and consumer behavior is constantly evolving. Now what is required of marketers is to predict not just what consumers will think and do in today's time but also what they will do in the next normal, and then modify and build strategies to ensure that we stay relevant. Of course, value today has taken the centre stage, given the fact that we are in an underlying economic condition, but I think consumers are still willing to pay for products that are adding real value to their lives. And therefore, it's very important for brands to communicate the tangible benefits that they offer very clearly, other than just make superficial promises to consumers. There are three E's of engagement we've actually followed post the pandemic in our marketing: educate, emphasize and entertain.” Zivame is also trying to offer more sustainable options by using recyclable materials like polyester yarns, organic cotton, vegetable dyes, and sustainably sourced bamboo. <cmsannotation type="cmsannotation" annotationid="Road ahead" text="Road ahead">Road ahead</cmsannotation> According to Statista, the market size of women's inner wear across India in the year 2020 was approximately 321.64 billion Indian rupees and was estimated to reach 621.35 billion rupees by 2025. <div type="image" title="innerwear market" msid="84647394" hostid="261"></div> On the back of this increasing demand for intimate market wear and Zivame’s latest marquee campaign, it aims to become the most preferred brand in India. Lokhandwala said, “Given the fact that this is a large brand campaign, we expect that this will lead to Zivame becoming the most preferred destination for every Indian woman for all her intimate wear needs. The campaign very clearly showcases different categories that Zivame operates in. We hope that this will lead us to more new users coming in, and existing users not just shopping for one category, but becoming multi-category users of the brand.” At a larger level, Lokhandwala said that the brand aims to encourage more meaningful conversations in intimate category, and make it more mainstream and real.

With its latest campaign, Zivame aims to become India’s most preferred intimate wear brand

“Love is just a word until someone comes along and gives it a meaning,” a famous quotes suggests. And in India, there is a huge controversy around this word and its various interpretations. The country’s history, architecture and literature are steeped in various allusions to love. But, this liberal outlook towards one of the most important human emotions died somewhere in the middle ages, here. Thereafter, our ancient tradition of love was highly suppressed and frowned upon. 
 
Thus, despite having our very own God of love, our youth fell back on a rather obscure martyrdom of a Christian saint from Rome to celebrate love. It was somewhere in the 1990s that Valentine’s Day began making an impression in India, before that hardly anyone celebrated it here. The rise of economic globalization, the birth of a new class of rich people and the emergence of satellite channels all contributed to the increasing popularity of Valentine’s Day in India. Later, with the advent of the new middle class and its growing buying power, it predictably became a refreshingly great marketing strategy and opportunity for many businesses. 
 
Today, we not only have a day to celebrate love, we have a whole Valentine’s Week, which has grown in to a multi-million dollar business in India. According to surveys the Associated Chambers of Commerce &amp; Industry of India(ASSOCHAM), the Valentine’s week, which had already become a Rs 12,000 crore business in 2011, swelled to Rs 15,000 crore in 2013, and it was pegged at Rs 18,000 crore in 2014. 
 
Why online shopping comes as a better option for Valentine’s Day? 
Just as consumerism was reaching an all-time high in India, growing Internet penetration gave Indian buyers a new option in shopping—the online store. This new retail market makes a better option for shoppers generally, and particularly on Valentine’s Day. While discounted rates, free home delivery and cash-on-delivery are major lures of online shopping, these are made even more attractive during Valentine’s Week with special offers. There is also the advantage of saving time and being able to shop from the convenience of your home. In fact, if you wish to give your partner something more intimate like lingerie, then you can shop for it online in your own private space, without feeling awkward in a physical store among real sales people. Moreover, you can surprise your partner by directly sending a gift-wrapped order to his/her address without any additional costs for delivery. 
 
Another important benefit of online shopping during Valentine’s Day is getting valuable shopping advice from other shoppers on shopping communities, said Mehul Jobanputra, CEO and co-founder of <a href="http://www.desidime.com/">DesiDime</a>, India’s largest shopping community. 
 
Trends expected in 2015 
With so many compensations on offer, it is little wonder that online shopping companies show a marked increase in sales during Valentine’s Day every year. This year too, certain industries are expected to see immense traction during Valentine’s Day benefitting both shoppers and industry stakeholders. Consequently, Mehul Jobanputra shares a few insights and analyzes the top 4 industries: 
 
1. <keyword id="2174941" type="UNKNOWN" weightage="20" keywordseo="gifting-industry">Gifting Industry</keyword> In 2015, shoppers can expect horizontal players like <keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword>, <keyword id="541988" type="COMPANY" weightage="20" keywordseo="SnapDeal">Snapdeal</keyword> to give around 50%-60% off on soft toys, upto 40% off on perfumes and around 60-70% off on sunglasses. Some of the gifting options preferred for men would be silver cufflinks, ties, wallets, key chains, perfumes, and sunglasses, while for women jewelry, cosmetics, soft toys, and flowers would make ideal gift options. 
 
Websites to visit for gifting items: Flipkart, <keyword id="6388367" type="COMPANY" weightage="20" keywordseo="Jabong">Jabong</keyword>, Snapdeal 
 
2. Intimate Apparel Industry 
More often than not, men, who want to give something more intimate like lingerie to their partners, feel embarrassed to shop for it in physical stores. However, online shopping solves this problem for them as the intimate apparel industry is growing in the online arena. Shoppers can expect discounts as high as 60-70% off on lingerie and nightwear during Valentine’s Day this year. 
 
Websites to visit: Zivame.com, Jabong.com, Prettysecrets.com, Myntra.com 
 
3. Personalized Gift Industry 
One of the best ways to make Valentine’s Day even more special is to give a personalized gift. Gifting personalized items has become a lot easier, as all you have to do is select an appealing design and a beautiful memory to go with your chosen present. Shoppers can expect upto 35% off on customized gifting options. 
 
Websites to visit- Printvenue.com, <a href="http://printland.in/" target="_blank">printland.in</a>, wishpicker.com 
 
4. Flower, Jewelry and Cosmetics Industry 
While shoppers can expect upto 25% off on cosmetics this year around Valentine’s Day, they can also expect around 35% off on jewelry. 
 
Websites to visit:FernsNPetals, CaratLane, BlueStone, <a href="http://nykaa.com/" target="_blank">nykaa.com</a> 
 
So, this Valentine’s Day shop more in a smart way. If you still want some last minute advice or quick heads up on where to find the hottest Valentine’s Day deals and discounts, then visit <a href="http://www.desidime.com/festivals/valentines-day">DesiDime.com</a> and other such websites—there you will find all Valentine offers aggregated on a single page. In addition to this, you will also get to interact with fellow online shoppers in real time. 
 
About the author: This article has been written by Vandana Baria, Content Marketing Specialist at DesiDime.com. 
 
(Image: Thinkstock)

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