Zivame launches ‘Feel-Good Movement’ for the brand’s activewear range, conceptualised by Jio Creative Labs. The campaign taps into a larger shift in the way women are approaching movement today.
The campaign addresses what the brand describes as a shift toward quantified fitness, built around reps, rings, streaks, sets, steps and statistics, and positions movement instead as something undertaken for its own sake.
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The campaign's film portrays movement without a fixed definition, spanning a workout, a stretch during the day, additional reps, a dance and a pause to breathe. The brand said the film is structured around the idea that movement does not require a target or a count to validate it.
Speaking about the idea behind the campaign, Twisha Sharma, Film Director and Sr. Creative Director, Jio Creative Labs, said, “We wanted to bring movement back to its simplest truth: it should make you feel good. And what you wear should only help that feeling along. That’s really where ‘Feel-Good Movement’ began.”
Commenting on the launch, Daman Bali, Head Brand Marketing, Zivame, said, “Activewear shouldn’t be built only for the woman who already identifies as ‘fit’ or into ‘fitness’. It should also welcome the woman who is just starting, finding her rhythm or simply wants to move more. At Zivame, we’re building the category around real women, real bodies and real movement and that’s the thought at the heart of this campaign.”
The ad-film is live on Zivame’s social media channels including Instagram.
