Satirical film questions performative body positivity in innerwear.
Krvvy, a function-first women’s innerwear brand, has rolled out its first digital campaign titled ‘Shaq Tank’, coinciding with the launch of its TrueForm Support Bra. The campaign highlights the brand’s move into C–F cup sizes while drawing attention to the gap between inclusive messaging and genuinely inclusive product design.
Set up as a cultural satire, the campaign film features comedian, actress and writer Mallika Dua in her commanding “Begum” persona. Using the familiar format of a startup pitch room, the film turns the concept on its head to question whether brands that promote inclusivity are actually designing products that reflect it.
In the film, Krvvy’s Co-founders Yash Goyal and Anant Bhardwaj step into a stylised “Shaq Tank” to present their idea, only to be interrupted by the formidable Begum. Through sharp humour and pointed questions, the character redirects the conversation from business valuation to product validation—raising concerns about whether inclusivity is built into aspects such as construction, grading and structural support, rather than simply promoted through marketing.
The campaign also marks the launch of the TrueForm Support Bra, created specifically for C–F cups. According to the brand, this segment continues to remain underserved despite rising demand for thoughtfully designed support solutions.
Speaking about the initiative, Yash Goyal, Co-Founder and CEO of Krvvy, said, “We’ve always believed that inclusivity cannot stop at messaging; it has to be engineered into the product itself. It must reflect in grading, construction, fabric choices, and the structural support we build in. ‘Shaq Tank’ gave us the space to challenge that conversation openly. With TrueForm Support Bra, we’re taking a conscious, deliberate step toward designing with intent for women across C–F cups.”
Anant Bhardwaj, Co-Founder, Krvvy, added, “For a long time, women with fuller bust sizes have had very limited options that truly balance support with everyday comfort. The category has often treated these sizes as an afterthought, even though women’s bodies and fit needs are incredibly varied. With the TrueForm Support Bra, we wanted to address that gap by designing a solution that offers better support while still feeling comfortable enough for everyday wear.”