Enamor has appointed actor Taapsee Pannu as its brand ambassador, marking a new phase in the brand’s positioning with the launch of its Bamboo Cotton lingerie range. The campaign introduces a shift in brand narrative towards self acceptance and everyday comfort, anchored in the theme Unapologetic As I Am.
The campaign is led by a digital film that places Taapsee Pannu in everyday wellness scenarios such as meditation, hydration and routine self care. The narrative focuses on personal comfort and choice, positioning lingerie as an essential layer linked to confidence and ease rather than just aesthetics.
The Bamboo Cotton range is designed with an emphasis on breathability and skin comfort. Made using bamboo based fabric, the products are positioned around features such as softness, moisture management and antimicrobial properties. The range is aimed at providing all day wearability, particularly in warmer conditions, with a focus on reducing irritation and improving overall comfort.
Through this launch, Enamor is expanding its product offering within the premium lingerie segment while aligning with evolving consumer preferences around functional and comfort driven innerwear. The campaign also reflects the brand’s focus on combining product innovation with lifestyle led communication.
Highlighting the campaign, Shekhar Tewari, Chief Executive Officer (CEO) and Executive Director – Modenik Lifestyle (Enamor, Dixcy Scott, Slimz and Levi’s Essentials) said, “At Enamor, we don’t follow the category; we lead with thought leadership and disrupt with boldness. As a brand, we are enabling women to own their space, and their narratives, unapologetically.”
He further added “Our latest bamboo fabric is one such innovation. It is not just a fabric upgrade; it is a statement that comfort and confidence can coexist without compromise. We’re honored to have Taapsee with us as we step into this next phase of our brand journey. This is the future of fashion lingerie and we’re proud to lead this shift with an icon like her – one thoughtful design, at a time.”
Taapsee Pannu, Actress and Brand Ambassador, Enamor highlighted, “For years, I was told by people around me to present a version of myself that was polished, pleasing, and predictable. But I could only be me, the way I am. When Enamor approached me for this campaign, it simply felt like a match made in heaven. ‘Unapologetic As I Am’ isn’t just a message – it’s a bold declaration. Wearing this Bamboo collection felt like a second skin. I hope every woman who witnesses this campaign film gives herself the permission to simply be, without an apology.”
