Zivame's stand-up video with Mallika Dua points at lack of lingerie wear for women with curvy bust

Zivame has launched its third video through the stand-up comedy route in association with Mallika Dua. The video highlights the lack of choices in sizes, styles and colours for curvy bust profiles and calls out the glaring lack of inclusivity within this segment.

Zivame attempts to promote its True Curv collection built for the curvier bust profiles. This is a range of lingerie with sizes ranging from 32DD to 44E, specially designed to solve curvy problems and provide adequate support and coverage without compromising on style.

The video:

Speaking about the campaign, Khatija Lokhandwala, Head Marketing, Zivame, said, “The campaign takes a hilarious route while bringing to the forefront issues faced by women from the lack of inclusivity to the taboos associated with lingerie and we hope to strike a chord with our consumers in a very real way.”