Enamor has appointed Taapsee Pannu as its brand ambassador, alongside the launch of a new campaign for its bamboo cotton lingerie range, marking the beginning of its ‘Unapologetic As I Am’ brand platform.
The campaign introduces a digital brand film featuring Pannu across everyday wellness moments, positioning the range as a “first layer of confidence” and shifting the brand narrative from outward appeal to inward self-expression and comfort.
The bamboo cotton collection is designed to offer enhanced softness, breathability and moisture absorption, with features such as hypoallergenic and antimicrobial properties aimed at all-day comfort, particularly in warm climates.
Highlighting the campaign, Shekhar Tewari, Chief Executive Officer 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. 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."
Speaking of her association, 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.”
With this launch, Enamor aims to strengthen its positioning in the premium lingerie segment by aligning product innovation with a broader narrative of self-acceptance, while continuing to build its presence across direct-to-consumer channels and offline retail networks.
