Mumbai: On 18 November 2024, Zivame, India’s intimate wear brand, launched its innovative campaign, 'The Museum of Boobs', to reshape the conversation around intimate wear and highlight the importance of understanding individual breast profiles for finding the right fit. This campaign challenges the outdated notion that fit is solely determined by band and cup size, emphasising that true comfort and support come from recognising the diversity of breast shapes.

'The Museum of Boobs' campaign features a humorous and visually engaging short film that uses relatable metaphors, such as mushrooms and umbrellas, to celebrate the uniqueness of different breast profiles. By playfully addressing the one-shape-fits-all approach of traditional bra-makers, the campaign showcases Zivame’s expertise in designing bras that cater to a wide range of shapes and sizes.

Zivame, head-brand marketing, Khatija Lokhandwala explained, “At Zivame, our mission is to empower every Indian woman to discover her perfect fit. We’ve perfected the art of designing bras for all unique shapes and sizes, and the Museum of Boobs campaign brings this expertise to life, celebrating the diversity of breast profiles and showcasing that the Right Fit is about more than just a number.”

Rooted in over a decade of research and understanding the specific needs of Indian women, 'The Museum of Boobs' underscores Zivame’s commitment to innovation and breaking conventional norms. This campaign not only reaffirms the brand’s dedication to educating women on what the right fit truly means but also empowers them to make informed choices about their intimate wear.