Mumbai: Zivame is known to encourage women to find their right lingerie fit by transforming the discussion on ill-fitting lingerie with a captivating strategy, this time using innovative out-of-home (OOH) marketing.

Research indicates that a staggering 80 per cent of women in India are unaware of their right bra fit. Zivame’s #MeetYourRightFit campaign is designed to encourage women to discover their right fit by highlighting the struggles that come from wearing ill-fitting lingerie. The campaign vividly depicts the adverse effects and discomfort caused by poorly fitting bras and has powerful headlines like "Why endure betrayal, tolerate discomfort, and feel restricted?" prominently displayed on strategically positioned billboards.

This campaign seamlessly resonates with the fundamental essence of Zivame's brand identity. It embraces the brand's conviction that every woman should be enabled to wear intimate wear that fits flawlessly, without sacrificing comfort, all the while fostering body positivity.

Commenting on the initiative, Zivame head-brand marketing Khatija Lokhandwala said, “This initiative is aimed at educating women across India about the transformative power of wearing the perfect bra fit. At Zivame, we believe that every woman deserves to feel confident and comfortable in her own skin, and our campaign aligns with our commitment to promoting body confidence.”