MAM
Zivame’s body confidence campaign showcases freedom of women
MUMBAI: Intimate wear brand, Zivame announced the launch of its new brand campaign #DekhoMaineKyaKiya, encouraging women to give shape to their inner desires.
The brand believes that the right intimate wear, made for every body type, is an enabler of one’s personal style and body flair, and supports one to confidently push forward.
The film, conceptualised by Lowe Lintas and produced by Nineteen Films, showcases women across varied age groups, different body profiles, and diverse geographies, indulging in moments of liberation and joy. From a mother enjoying playful moments with her kids, a woman indulging in her love for dancing, another stepping out of her comfort zone to try something new, to young girls breaking norms and celebrating in their own style, the campaign brings alive how the right intimate wear can add to one’s body confidence. The campaign celebrates the freedom and confidence that enables one to indulge in their every dream and showcase their joy to the world singing Dekho Maine Kya Kiya.
Zivame CEO Amisha Jain said, “Our campaign celebrates every Indian woman as she goes about life, stealing simple moments to make them her own, fulfilling desires and at times pushing the boundaries. We want her to explore her dreams with confidence, that comes from the right intimate wear.”
Lowe Lintas Bangalore regional creative officer Puneet Kapoor, said, “The genesis of the idea ‘Dekho Maine Kya Kiya’ comes from the liberation and confidence that the right intimate-wear allows. Intimate-wear that is uniquely made for different body-types. It celebrates women who push the boundaries with their unique ways as they go about their everyday with aplomb and tenacity.”
Brands
Pee Safe signs Smriti Mandhana as ambassador for comfort-led hygiene push
Cricketer to front Comfort Range as brand drives open dialogue on periods
MUMBAI: Pee Safe has roped in Smriti Mandhana, vice-captain of the Indian women’s cricket team, as its new brand ambassador, marking a fresh push to position comfort at the centre of feminine hygiene.
The partnership, announced as the brand marks its ninth foundation year, will see Mandhana front Pee Safe’s Comfort Range, which includes products such as period panties, panty liners, ultra-thin pads, night pads and toilet seat sanitisers. The move aims to deepen the brand’s connect with consumers while normalising conversations around menstrual health.
By bringing in a high-profile sportsperson known for her calm and confident demeanour, the brand is betting on relatability and influence to challenge lingering taboos. The collaboration is rooted in a shared intent to make comfort a non-negotiable aspect of hygiene, rather than an afterthought.
Speaking on the association, Pee Safe founder Vikas Bagaria said, “At Pee Safe, the vision has always been to redefine feminine hygiene by placing comfort, dignity, openness, and access at its core. Smriti Mandhana reflects this philosophy effortlessly. Her confidence and willingness to break social barriers are a powerful voice for change.”
Sharing her perspective, Smriti Mandhana added, “I don’t think comfort should ever be something you have to think twice about or compromise on. It should just be a given. That’s what stood out to me about Pee Safe, as they’re trying to make comfort a priority, not an afterthought.”
The brand also plans to use the association to strengthen its reach among urban consumers while expanding its footprint across markets. With rising awareness and evolving attitudes, the category is seeing a shift towards products that blend functionality with ease and confidence.
By aligning with Mandhana, Pee Safe is not just endorsing products but pushing a broader message. In a space often clouded by hesitation, the brand is placing comfort and conversation front and centre, aiming to make both feel entirely natural.
