The aim here was to normalize the existence of a peeking bra strap. In alignment with this notion, the brand partnered with the agency to create a customized range of limited-edition bra straps to initiate and then normalize the intriguing conversation of bra straps amongst the youth. The campaign kickstarted with the launching of the customised bra straps. The bra straps were engraved with some hard-hitting yet comic comebacks for ‘strap shamers’ like ‘Karle Judge’, ‘This is Neon of your Business’, ‘Ghoorna Mana Hai’, and many more.