Bra chahiye, embossed painting nahi! We can relate to it, right? Lingerie in India is no longer a hushed topic of conversation with Zivame leading the charge in making the category more mainstream and real. In their latest efforts for the same, Zivame has collaborated with Aishwarya Mohanraj for their humorously quirky campaign on T-shirt bras. The campaign is built on real life challenges and embarrassment faced by women due to bra outlines being visible, restricting their choice of outerwear. The campaign aims to highlight this issue and the taboos associated with it through humor which is fun and relatable. As always, Zivame has broken the mold and built a campaign that is unconventional and aims to encourage conversations on a topic that is usually hush-hush or spoken with shame. Speaking about the campaign, Ms Khatija Lokhandwala, Head Marketing, Zivame, said, “Using engaging formats to educate customers about seemingly taboo topics is a Zivame trademark and has enabled the brand to strike the right chord and connect deeper with our audience”.