26th February’18, Mumbai: Pretty Secrets, India’s young and empowering lingerie brand launched yet another witty campaign with Girliyapa, India's leading Women Centric channel for entertainment. The video titled ‘Ladies Room Backchodi’ humourously addresses the problems faced by women about their sizes and that PrettySecrets has solution for the same.
The AV begins with two women in a trial room who have gone for lingerie shopping. They end up debating on which is better – big size or small size? They use tote bag and clutch bag to convey the implication of the breast size. The conversation eventually makes them realize the stereotypes society has imposed on women. There is judgement about women depending on their size; small is assumed as ‘sporty one’, while the well-endowed is usually labeled ‘sexy’ all the time! The protagonists realize, both are lovely in their own right and pick up interesting everyday lingerie from the PrettySecrets store conveying how the brand has lingerie to make every women feel beautiful in their own way.
With the best of the digital influencers behind the Ladies Room Bakchodhi - Does Size Matter campaign, it will be promoted via Facebook live, Instagram Stories, Snapchats etc. using the hashtag and brand communication to support each of the content pieces.
The sketch and conversation brings out three -fold communication from the brand:
· Size doesn’t matter, every girl is beautiful in her own ways
· PrettySecrets has a perfect fit for any size
· Stereotypes should not be imposed upon women on the basis of their boob size
Speaking on the campaign Karan Behal, Founder & CEO, PrettySecrets, said,
“In today’s times, people have started stereotyping everything. With our campaign we wanted to bring across this strong message in a very fun & playful way. PrettySecrets is for every womon, size doesn’t matter. We want women to get the best comfort & a perfect fit irrespective of their size. And with a team so seamless and exciting it was pleasing experience to work on the video.”
Commenting on the association, Head of Brand Partnerships, TVF, Vijay Koshy, said, “In our first partnership with Pretty Secrets, we made a topical video around Christmas and New Year holidays with the sketch 'Long weekends'. The second time we are taking a more category focused approach with Nidhi Bisht and Nidhi Singh talking about a problem all girls relate to. At Girliyapa it has been our focus to bring out different facets of a brand through content and we are glad to have a partner like Pretty Secrets in doing so.”
About:
PrettySecrets founded by Karan Behal in 2011, is the fastest growing lingerie brands in India. The brand's portfolio consists of 1200+ products including lingerie, nightwear, activewear and swimwear. The products are unique due to their great fabric, quality, comfort coupled with uncompromising style and fashion aesthetics. PrettySecrets’ target group is from 18 - 35 years of age, young, stylish, confident, independent and has an uncompromising no-nonsense attitude. In a span of five years, PrettySecrets has raised multiple round of private equity investment from prominent investors. The brand has successfully launched 15 stores starting April 2017 and aims to launch another 10 by December 2017. The company’s scale of operations is rapidly growing with the launch of its exclusive offline stores. Presently, PrettySecrets has 16 stores across 7 states of India and the portal is capable of serving 18,000 pin codes across India.