Innerwear brand Krvvy has launched a new digital campaign titled ‘Shaq Tank’, featuring comedian and actor Mallika Dua. The campaign coincides with the introduction of the brand’s TrueForm Support Bra, designed specifically for women with C–F cup sizes.

Video Link: https://www.instagram.com/reel/DVgGiuTiQhk/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

Built around satire, the campaign film questions whether brands that speak about inclusivity truly reflect it in their product design. The narrative unfolds in a mock startup pitch environment inspired by investment shows, where Mallika Dua appears in her popular ‘Begum’ avatar and challenges the founders about how innerwear brands actually design for fuller bust sizes.

In the film, Krvvy’s co-founders Yash Goyal and Anant Bhardwaj present their concept in a stylised “Shaq Tank” setting. Dua’s character interrupts the pitch and shifts the conversation towards technical aspects of product design such as grading, structural support and fabric choices required to support different body types.

The campaign also introduces the TrueForm Support Bra, which the company positions as a solution for a segment that has historically had limited options despite growing demand for better support and comfort.

According to Yash Goyal, inclusivity should extend beyond marketing messages and be built directly into product engineering. He noted that factors such as grading, fabric and structural construction must reflect real body diversity.

Anant Bhardwaj added that women with fuller bust sizes have often been underserved in the category, with limited products that balance comfort and support. The new design aims to address this gap with a more thoughtful everyday solution.

The campaign film has been released on Instagram, continuing Krvvy’s digital-first approach to storytelling.