Dekho Maine Kya Kiya
Campaign Window | Zivame
Overview
This window was created for Zivame's Dekho Maine Kya Kiya campaign, translating the brand's digital-first narrative into a physical retail experience.
The Brief
Bringing Digital Energy Offline
The objective was to relay the campaign's imagery within a storefront while keeping the product category clearly anchored. A key constraint was that campaign images could not be enlarged beyond two feet, requiring a structural solution that created impact without relying on scale.
Design Approach
Engineering Motion Within Constraint
To address the image size limitation, I developed a circular showreel-inspired structure that allowed multiple smaller visuals to function as a unified moving system. Inspired by the format of a traditional showreel, the display used rotating circular panels housed within a bra-shaped framework to recreate the rhythm and repetition of frames in motion.
A large circular framework overlaid with a bra silhouette became the primary structural element, directly referencing Zivame's core category. Within this frame, four circular image panels were mounted on a motorised mechanism to enable continuous rotation.
To ensure smooth and stable movement, beam balances were incorporated behind the structure to counterbalance the weight of the rotating image panels. This helped distribute load evenly and prevent strain on the motor system while keeping the outer bra-shaped frame static.
The concept was executed grade-wise across store formats. Premium locations featured the full rotating mechanical installation. Mid-tier formats retained the core circular structure with simplified mechanics. Lower-grade stores used static circular panels or linear film-strip interpretations, maintaining campaign continuity while adapting to budget and spatial constraints.
The same mechanical framework was later re-skinned for a Diwali window by updating imagery and introducing festive lighting, demonstrating structural flexibility for seasonal refresh.
Grade A
Grade B
Grade C
Grade D
Diwali Rendition
Impact
Translated Digitally and Physically
The window successfully translated an empowerment-led campaign digitally and physically. It helped position the brand as challenging stereotypes and encouraging women to feel comfortable and confident to talk about their inner wear more freely.
The installation received industry recognition and was featured in Retail 4 Growth magazine.
