Don't let your bra ruin your self confidence

Amante-AW12-Femina-ad-01.jpgAmante lingerie (which is owned by Sri Lanka based lingerie manufacturer MAS Holdings)  has launched a new campaign created by boutique agency Happy India with a heartfelt, yet bold approach, directed at women.

Working out of a common yet lesser-known insight that 8-10 women wear the wrong sized bra - the campaign urges women to come to terms with the fact and 'Break up with the wrong bra'.

"All innerwear/ingerie brands take the sex appeal approach often showcasing perfect bodied women in their ads. Besides the statistic that 8/10 women wear the wrong bra size, research also pointed to us that most women feel embarrassed to look at ads featuring scantily clad women in public. So we decided to take the bull by its horns and talk about the real issues related to wearing the wrong kind of inner wear instead of selling false hopes. We consciously wanted to dispel the over all connotation to 'sexy' when it comes to all kinds inner wear, hence we chose to feature just faces of women. The objective clearly is to educate the consumer about the need for a better product" Says Kartik Iyer, CEO, Happy.

It's evident that Indian women have accepted uncomfortable, ill-fitting bras as norm and discussing innerwear continues to be an awkward topic. This campaign is a friend to women all over the country, shedding light on innerwear topics that ought be discussed.  Unlike traditional lingerie advertising, the campaign showcases real women talking about relatable bra problems and offering solutions.

"As a part of MAS Holdings, we have been producing & supplying women's innerwear to most leading brands across the globe for over 25yrs. So a large number of women around the world at any given point in time are wearing a product made by us. That, in a way, makes us nothing less than an expert in women's intimate-wear", says Ajay Amalean MD, Amante. "That's the pedigree behind Amanté & we want Indian women to know about it through this campaign" adds Ajmalean.


"This campaign has been carefully thought through, in not trying to objectify women, but more about dealing with the real issues and educating the consumer, so that they have an enjoyable experience wearing fine lingerie", says John Chiramel, CEO Amante.

Coinciding with the campaign the brand also launches the 'Amanté Body Band' - a unique fit-tape that revolutionizes the way women measure their bra size. Not only does the fit-tape make measuring a simple 2-step process, but also gives women the nudge they need to take action. The band was conceptualized by the marketing team at Amante and designed by Happy. The Amante Body Band will be distributed amongst customers at various touch points.

The campaign will be exposed through magazines, outdoor, on-ground activations and online; across Mumbai, Hyderabad, Delhi, Noida, Gurgaon, Pune and Bangalore. Women can learn more on the dedicated microsite.

Credits -  CEO: Kartik Iyer. CCO: Praveen Das. COO: Siddartha Roy. Client Servicing: Shweta Goud. Art Director: Aswin Sridhar. Copywriter: Megha Ramesh: Photographer: Suresh Natrajan.



Brave strategy executed with cowardly ads said:

While this gets kudos for trying to avoid the category cliches, the fact is you have to dive into the copy and secondary branding to get any idea of what this ad is trying to tell us. Neither the headline or the picture offer any clue whatsoever.

It is a brave idea to equate ill-fitting bras with abuse - as 2 or 3 of the ads seem to be doing - but it done so coyly as to be almost lost.

Anonymous said:

The idea is absolutely refreshing. But sadly the visual is not as appealing or relevant. Nice job with the concept though!

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