Vijay Singh
Bengaluru (Karnataka) [India], May 22: Zivame, India’s leading intimatewear brand, launches its latest campaign, ‘Makes Room For Change’, built on a powerful everyday truth: a woman’s body is never static. It changes across months, weeks, days, and sometimes even from morning to evening. Yet intimatewear has traditionally been designed around the idea of a fixed body and a fixed fit.
With this campaign, Zivame brings attention to the many ways women’s bodies change due to menstrual cycles, hormonal shifts, bloating, workouts, stress, sleep, climate, sweating, weight fluctuations, and everyday movement. These changes often create silent discomfort a bra that feels tighter by evening, panties that dig in on bloated days, shapewear that feels restrictive, or sleepwear that does not allow enough ease.
‘Makes Room For Change’ positions Zivame as an intimatewear brand that understands these changing body moments and designs products that support them. From bonded, seam-free bras and 4-way stretch styles to breathable cotton-lined cups, one-size panties, flexible shapewear, minimiser bras, sports bras and easy-fit sleepwear, the campaign highlights Zivame’s innovation-led approach to comfort, fit and everyday adaptability.
The campaign comes after Zivame’s widely recognised ‘Museum of Boobs’ campaign, which decoded breast shapes and helped women understand that the right fit goes beyond just size. With ‘Makes Room For Change’, Zivame takes the conversation further from shape to change, from static fit to adaptive comfort.
Speaking on the campaign, [Daman Bali, Marketing Head, Zivame] said, “For us, ‘Makes Room For Change’ is not just a campaign line; it is a product and consumer philosophy. We have always listened closely to the real, everyday discomforts women face with intimatewear, and this campaign gives language to those moments. It reflects our larger commitment to designing intimatewear that understands the Indian woman better not just her size, but her life, her body, and the way both keep changing.”
At the heart of the campaign is the belief that intimate-wear should not force women to adjust to it. Instead, it should make room for the body as it is and as it changes.
The campaign will be rolled out across digital, social, performance marketing, CRM, website/app and retail touchpoints, supported by product-led communication across bras, panties, shapewear, activewear and sleepwear.
About Zivame:
Founded in 2011, Zivame has built a category-first model that seamlessly blends deep consumer insights with innovation, technology, and trend-driven design all while keeping women’s comfort at its core. Come 2025, with a portfolio of over 50,000 styles across lingerie, sleepwear, shapewear, and activewear in 100+ sizes the brand is not just a retailer, but a trusted destination for women across age groups and geographies.
Since its inception, Zivame has consistently been at the forefront of innovation from launching India’s first online Fitcode to building a truly omnichannel intimatewear ecosystem at scale. By combining tech-enabled solutions, deep consumer insight, expert-led retail experiences and a strong digital-first approach, Zivame has redefined how Indian women discover, understand and shop for intimate wear across online, offline and assisted channels.
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