Krvvy's 'Shaq Tank' Campaign: Spotlight on Size-Inclusive Innerwear

Krvvy Launches ‘Shaq Tank’ Campaign to Promote Size Inclusivity in Innerwear

Delhi: Krvvy, a function-first women’s innerwear brand, has recently introduced its first digital campaign named ‘Shaq Tank’ alongside the debut of its TrueForm Support Bra. The campaign signifies the brand’s strategic move into catering to C–F cup sizes, emphasizing the importance of genuine size inclusivity in innerwear design. Fronted by comedian, actress, and writer Mallika Dua portraying her iconic “Begum” persona, the satirical campaign challenges the concept of inclusivity in product design for diverse body types.

The ‘Shaq Tank’ Concept

The campaign film adopts a startup pitch-room format, with a twist, interrogating whether brands promoting inclusivity are truly incorporating it into product development. Founders Yash Goyal and Anant Bhardwaj of Krvvy step into a stylized “Shaq Tank” to present their product, facing the formidable Begum’s scrutiny. Through clever humor and incisive questions, the narrative shifts the conversation from mere marketing claims to the essence of inclusivity within product engineering, sizing, and support.

Introducing the TrueForm Support Bra

• Krvvy’s TrueForm Support Bra is designed specifically for women ranging from C to F cup sizes, aiming to fill a gap in the market for well-fitting and supportive innerwear.
• The brand acknowledges the increasing demand for inclusive products that cater to a diverse range of body shapes and sizes.

Yash Goyal, Co-Founder and CEO of Krvvy, emphasizes that true inclusivity goes beyond messaging; it must be integrated into the product itself. He highlights the importance of considering factors like grading, construction, fabric choices, and structural support during the design process. The ‘Shaq Tank’ campaign provided a platform to openly discuss these aspects."

Anant Bhardwaj, Co-Founder of Krvvy, notes the historical lack of options for women with fuller bust sizes that balance support and comfort effectively. He stresses the significance of addressing varied fit needs and body shapes in innerwear design. The TrueForm Support Bra seeks to bridge this gap by offering enhanced support without compromising on everyday comfort.

Driving Conversations on Size Inclusivity

Through ‘Shaq Tank’, Krvvy intends to initiate a broader dialogue on meaningful size inclusivity within the innerwear sector. The campaign underscores the importance of creating products that genuinely cater to diverse body types rather than solely using inclusivity as a marketing ploy.