Zivame is India's leading online lingerie brand, offering a diverse range of intimate wear, activewear, and sleepwear designed for every woman.
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See all ads on AdLibrary →Zivame is a Bengaluru-based online lingerie brand founded in 2011 by Richa Kar and Kapil Karekar. India's first dedicated online lingerie destination, it pioneered intimate wear DTC commerce in India and was acquired by Reliance Retail in 2020, giving it significant retail and logistics scale.
Zivame's advertising has consistently focused on destigmatising intimate wear shopping for Indian women — their ads were among the first in India to show women confidently engaging with lingerie on their own terms. Post-Reliance acquisition, campaigns gained national scale. Browse Zivame ads on AdLibrary to trace the evolution from category-education to mainstream lifestyle advertising.
Zivame runs Meta campaigns targeting women aged 20–40 with right-fit education content (bra fit guides, size calculators), body positivity messaging, and seasonal collections. Instagram creative skews fashion-forward with campaign-style photography. Facebook retargeting uses abandoned cart ads and size-guide reengagement. Post-acquisition Reliance integration allows offline-to-online retargeting.
Core themes: 'Find your right fit,' 'India's widest range of sizes,' 'Shop from the comfort of home,' and body-inclusive messaging. New collection ads use fashion-forward copy aligned to seasonal trends. Fit-guarantee ads reduce return anxiety for first-time online lingerie buyers. Post-Reliance ads add 'Now in X retail stores' messaging to build omnichannel confidence.
Zivame's decade-long journey proves that category creation in culturally sensitive segments requires sustained education investment before conversion advertising can work. By spending years destigmatising the purchase, they created a trusted channel that newer entrants could only access by riding the category Zivame built. Brands pioneering new categories in conservative markets should measure success by category size, not just market share.
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