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Amante urges women to break up with their bras

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Amante, the lingerie brand from MAS Holdings of Sri Lanka, has been around in India for a few years. They have recently launched an ‘educative’ campaign highlighting the pitfalls of poorly fitting bras. A microsite, Break Up With the Wrong Bra provides nuggets of information on health effects of a wrong bra and other handy hints.

Here’s the print campaign raising awareness about the issue.

Agency: Happy

I liked it because it was different from the category code of pretty women in lingerie staring into camera or looking yonder. Its likely to evoke a nod of approval from women going by the statistics of 8 out of 10 women wearing the wrong bra size and feeling uncomfortable, I guess.

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