Lifestyle Public Relations / January 22, 2024
Positioned Zivame as the frontrunner launching India’s first e-commerce platform for lingerie in India
Context
We had serviced Zivame at a time when the media shied away from writing or talking about “lingerie”. The young entrepreneur had a vision to communicate about the importance of openness to talk lingerie shopping in India. However, it was too early for the Indian market to talk about such a subject. The economy was on full swing and globalisation has completely set stage in our country, still most of our population was reluctant to openly talk about lingerie. WBS not only took this project also sustained it for a year and made a mark about the innovative venture in tier -1 and tier-2 markets.
Communication’s narrative
In order to tap the target audience and entail the problem of modern age women, we finalised a common narrative to be further supported by a robust communication’s outreach.Being a disruptor in communication’s industry, we planned a special communication narrative to “remove the stigma of publicizing lingerie”.
Our strategy
Keeping the core challenges of the brand in mind, our approach was concentrated to create a strong brand recall in the market. Aligned with the narrative, we implemented a multi-pronged approach educate, engage and evolve to target urban and rural target audience. Our task was not just to tap the targeted people but also the sentiment correction amongst the media and industry stakeholders. We went all out in our first phase by lining up meetings with entrepreneurship writers and editors post which we identified the right places and forums for our spokesperson to raise her voice about the issue and provide a long term solution with her innovative platforms. All these efforts combined have not made Zivame as the leader but also a responsible start-ups launching thoughtful campaigns to encourage and uplift womanhood in this country.
The “Solution”
We serviced Zivame at a time when the media shied away from writing or talking about “lingerie”. Gradually and consistently, we paved a way for Zivame by pitching its USP and discussing how the company was the result of a personal problem faced by a modern woman. We had conveyed how the women in the tier-II cities were then more confident in buying lingerie online without feeling embarrassed. Keeping the scenario in mind, Wishbox had also pitched stories around the success model of the e-commerce industry and how it was reaching the aspirational class and making things accessible. The strategy was not just to promote Zivame but also the whole e-commerce industry.
Outcome
All our efforts have provided a platform to Zivame in accelerating and becoming one of the largest and profitable e-commerce platforms for intimate wear brand in India. Being the first brand to launch Wonder Bra, WBS has uplifted its positioning by apprising the media on various developments of the company. Publications like Forbes, The Times of India, The Hindu Business Line, Business Today, Elle, Harper’s Bazaar and others.
