Zivame’s Grand Lingerie Festival 2026 Campaign
On August 26, 2026, Zivame announced its Grand Lingerie Festival (GLF) 2026, built around the theme “For India That Loves EXTRAAA”. The campaign extends the idea of “extra” beyond promotional offers to the brand’s identity and consumer touchpoints.
The first expression of the EXTRAAA concept went live on 22 August when select creators were seen carrying plain tote bags bearing only the word “EXTRAAA”, without any Zivame logo or sale message, intended to spark curiosity. The mystery culminates on 25 August when Zivame temporarily rebrands itself as “ZIVAAAME” for a day, adding an extra “AA” across its Instagram, LinkedIn, app icon, email and WhatsApp channels.
Marketing Head Daman Bali explained that the interventions are designed to create a moment of surprise before directing audiences back to the festival’s scale, discovery and savings. He noted that GLF is one of Zivame’s biggest moments to celebrate choice, confidence and value with consumers.
The festival will showcase a wide assortment that includes lingerie, sleepwear, activewear, shapewear and more, featuring some of the strongest offers of the year. Zivame will activate the campaign across digital platforms, retail stores, creator collaborations, CRM communications and brand‑led interventions to ensure extensive consumer engagement.
About Zivame
Founded in 2011, Zivame operates a category‑first model that blends consumer insights, technology and trend‑driven design while prioritising women’s comfort. By 2025, the brand aims to offer over 50,000 styles in more than 100 sizes across lingerie, sleepwear, shapewear and activewear. Zivame has pioneered initiatives such as India’s first online Fitcode and the “Museum of Boobs” campaign, positioning itself as a leading fashion‑retail ecosystem in the country.
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