Enamor urges women to celebrate who they are

Lingerie brand Enamor has rolled out a new campaign titled 'Fabulous, as I am'. A TVC that is part of the campaign conceived by Publicis Ambience went on air on 12 December.

Set to a sound track ‘Fabulous as I am’, the film opens with a young woman trying to put on a skirt, which is too tight for her. Unperturbed, she delightedly digs into a cake. The next scene shows her walking into an Enamor showroom and playfully posing with a mannequin. The film then captures her with two young women friends enjoying a drive in an open car in the countryside. They head to a lake and take their shirts off. The films ends as they dive into the water in their bras and shorts, as a super reiterates the message ‘Fabulous, as I am’.

Suchismita Ganguli, VP, Publicis India, said, "Every lingerie brand talks about comfort, fit, design and in the bargain completely neglects to talk to the woman. Winning Enamor and changing their brand speak was a huge opportunity for us to change how innerwear brands in India showcase lingerie. We wanted to make it a celebration of life, of being a woman. To tell her that she is 'Fabulous, as she is'. And the client was completely in sync with us on this. So that's what we went out and did, made lingerie look like an attitude, because that truly is how women view it. And we all had a blast in the process."

The campaign will also be seen in print and digital media.

Credits

Client: Enamor
Creative agency: Publicis Ambience
National creative director: Bobby Pawar
Creative: Sohini Dasgupta Roma Dcruz, Mark Benjamin, Parineeta Gopal 
Business: Suchismita Ganguli, Aastha Kohli, Amrita Sarkar
Planning: Partha Sinha and Poonam Raichura
Production house: Fleet Films
Director: Jonathan Weyland