Zivame celebrates friendship with #ChaddiBuddy contest

To celebrate Friendship Day, on August 2, Zivame.com, an online lingerie store, hosted a contest titled #ChaddibuddyContest on social media, which began on July 27. The premise behind this contest was that we, as Indians, have grown up with one or more 'chaddi buddies' or childhood friends about whom we know every little detail. The contest was a platform to celebrate that special bond between friends.

Vatsala Kothari, brand evangelist at Zivame.com, says, "Our TG for the contest was the young crowd who are socially active. The age range is from 20 to 35 (Facebook audience includes the slightly older women too, that is 30+)."

She continues further, "'ChaddiBuddy' as a term resonates among Indians very well. Either we might have used it once in our lives or would have heard one of our friends use it. It also has a strong lingerie connect. We launched a series of posters (one per day), each depicting a personality trait of a friend, with a subtle pun on lingerie."

People often shy away from participating in such contests, since Zivame is a lingerie brand, and getting them do so, is a major task. Kothari shares, "Discussing about anything lingerie still remains a taboo in India. We have been trying to break this very notion by making the most intimate category something that every single person is comfortable talking about. We are spinning fun content around lingerie and fleshing it out through social media regularly, so that people start perceiving the category differently."

"From not even uttering the word lingerie, we have managed to get people to share images of lingerie," she adds.