Be Fabulous - with Enamor

New campaign by Ambience Publicis, celebrates the fabulous-ness of every woman

Sohini Sen | Mumbai | December 24, 2013

Click on the image to watch the TVC.

Enamor - the lingerie brand for women - have launched their new campaign showcasing their latest collection.

Ambience Publicis conceptualised 'Fabulous, as I am' campaign keeping in mind the women who the brand targets. As a brand, Enamor has tried to ask the question, "what women want".

After researching on the different body types, what Indian women expect from their bodies, how fashion and clothing allows her to shape her sense of self, Enamor decided to showcase the 'special'-ness that women seek through an ad campaign. The campaign is also a celebration of her inner self, her desires, her premiumness, her self-rewarding nature, her self-esteem and her self – savouring experiences.

"We spoke to thousands of women at large across India and were amazed to find that the Indian women carried an upbeat attitude in any constraining situations in their lives.  The campaign reflects the same way of life of the millions of women following the brand.  We bring the same spunk, cheerfulness, femininity and self-admiring spirit through 'Fabulous as I am” said Sandra Daniel, Head of Marketing, Enamor India.

The TVC opens with a girl trying to slip into her fashionable pair of jeans. However, as it happens, it doesn't fit her any more. Instead of being depressed, she decides to let go of it and instead bites into a cupcake. The visuals change to another girl looking at a store mannequin and trying to fool around with it. The next visuals show three young girls driving out to the sea and having fun. They remove their shirts and dive into the water wearing the Enamor products which are 'Fabulous' as they are. Throughout, the background score reiterates the theme of the campaign.

"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 inner wear 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," said Suchismita Ganguli, Vice President, Publicis Advertising Pvt. Ltd., India.

"Our latest campaign embodies the essence of a woman. It depicts her opinions, beliefs and way of life. Her fearless and carefree way of expressing herself is what makes her so unique and so perfect. And that's why this campaign celebrates the many forms of beauty hidden that she manifests and stands strongly on the belief that she's fabulous, just the way she is. So every piece we create is an ode to her body. Enamor's exclusive range of lingerie is designed to worship her curves and fit her body the way it is. This is the brand thought that will reflect across all our communication media"

The campaign was launched in the second week of December, going on air on December 12, 2013.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Enamor

Agency: Ambience Publicis

National Creative Director: Bobby Pawar

Creative: Sohini Dasgupta, Roma Dcruz, Mark Benjamin, Parineeta Gopal

Business: Suchismita Ganguli, Aastha Kohli, Amrita Sarkar

Planning: Partha Sinha & Poonam Raichura

Production House: Fleet Films

Director: Jonathan Weyland

Sohini.Sen@BestMediaInfo.com

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