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.”
MAM
DGTOOHL partners Magnite to scale programmatic DOOH in India
Tie-up aims to boost transparency and real-time access in outdoor ads
NEW DELHI: DGTOOHL, a product of Mobiyoung, has entered into a strategic partnership with Magnite to expand programmatic digital out-of-home advertising capabilities in India, as the sector looks to modernise and align more closely with digital media standards.
The collaboration is aimed at addressing long-standing inefficiencies in the outdoor advertising ecosystem, where manual processes and limited transparency have often made campaign execution difficult to track and measure. By introducing programmatic integration, the partnership seeks to bring real-time visibility, improved accountability and data-led decision-making to the medium.
Outdoor advertising in India has traditionally lagged behind digital channels in terms of measurement and optimisation. The move towards programmatic DOOH is expected to change that, enabling advertisers to monitor, audit and refine campaigns with greater precision.
Under the partnership, Magnite will provide the infrastructure to connect DOOH inventory with global demand-side platforms, allowing advertisers to plan and activate outdoor campaigns programmatically, much like they do across mobile, web and connected TV.
“Programmatic DOOH is bringing a much-needed shift in how outdoor advertising is planned and executed,” said DGTOOHL co-founder and CTO Mayank Sharma. “By introducing transparency and real-time capabilities, we are enabling advertisers to move beyond traditional limitations and adopt a more measurable, data-led approach.”
DGTOOHL will focus on aggregating and streamlining access to DOOH media inventory, while Magnite will handle real-time transactions and demand integration, creating a more seamless buying experience for brands and agencies.
The timing reflects a broader industry shift. As programmatic buying becomes standard across digital formats, DOOH is increasingly being seen as the next frontier, allowing brands to extend digital strategies into physical environments. This integration enables more cohesive, cross-channel campaigns, where outdoor advertising complements online and CTV efforts to boost reach and recall.
“As advertisers look for unified and measurable media solutions, programmatic DOOH offers a strong opportunity to extend digital strategies into the physical world,” said Magnite senior account manager Jerit Kunjumon.
Industries such as FMCG, real estate, automotive and retail, traditionally heavy users of outdoor media, are expected to be among the early adopters of programmatic DOOH in India.
The partnership also promises operational benefits, including near real-time campaign activation, reduced reliance on intermediaries and improved monitoring of campaign performance.
As digital and physical media ecosystems continue to converge, the collaboration between DGTOOHL and Magnite signals a step towards making outdoor advertising more accountable, scalable and aligned with the expectations of modern marketers.
