Lingerie brand amanté has enjoyed considerable success since their launch in India 4 years ago. Keen on taking the brand to leadership status in the country, amanté wanted a campaign that would educate women on the importance of wearing the right bra. As inner wear is still considered a delicate subject in India, communication had to be bold yet relatable.
Working out of a common yet lesser-known statistic that 8 out of 10 women are wearing the wrong sized bra we conceptualized a campaign that urged women to come to terms with this fact and BREAK UP WITH THE WRONG BRA.
In order to stand out from conventional innerwear advertising, we decided to showcase real women talking about relatable bra problems. Print, outdoor, activations and digital banners lead women to a microsite (www.breakupwiththewrongbra.com) loaded with information, encouraging them to evaluate their current lingerie choice.
Client: amanté Lingerie
Creative agency: Happy
Chief executive officer: Kartik Iyer
Chief creative officer: Praveen Das
Chief operating officer: Siddartha Roy
Strategy: Ravi Bhat
Client servicing: Shweta Goud
Art director: Aswin Sridhar
Copywriter: Megha Ramesh
Photographer: Suresh Natrajan