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Enamor unveils second 'Fabulous, as I am' campaign

Conceptualised by Publicis, the latest TVC reflects the self-assured, cheerful and inspired attitude that every woman desires

Sohini Sen | Mumbai | March 31, 2014

Enamor-TVC Click on the image to watch the TVC.

Enamor is back with the second phase of its 'Fabulous, as I am' campaign. This time around, Publicis has decided to focus on the fun and fresh aspect in every girl's life. As a brand, Enamor has tried to understand the special relationship women have with their bodies, and tried to get answers to the eternal question, 'What women want'.

Speaking to thousands of women across India, Enamor tried to find out what are the larger expressions of the Indian female body today. How do women imagine their bodies? How do fashion and clothing allow her to shape her sense of self?

The answer they came up with was that Indian women seek 'special-ness'. She wishes to reclaim herself with her own premium-ness, her desires, her self-rewarding nature, her self-esteem and her self-savouring experiences. The TVC tries to project that mood-uplifting, stylish and self-assured woman of today.

Sandra Daniels, Head of Marketing, Enamor India, explained, “As a brand, Enamor celebrates the essence of a woman. With this campaign we have captured the ‘self admiring’ spirit of Indian women and the special-ness they mirror and seek. We spoke to thousands of women and took a sneak peek into her world of possibilities and opportunities to understand the truly intriguing question of ‘What women want?’ We salute the woman reclaiming herself and breaking boundaries to define herself with her own chosen adjectives. The campaign reflects that self-assured, cheerful and inspired attitude that every woman desires. We at Enamor cherish the femininity and unique experiences that make each woman fabulous as she is.”

The TVC starts with a girl riding a bicycle. But as she trips, a package she is carrying falls and some things are left behind. An older lady sitting on the park bench picks up a lingerie item while the girl laughs, embarrassed by her fall. It then changes to three girls sharing a ride in a nice car, and another girl running in a sports bra by Enamor. The TVC ends with the same girl walking by a clothesline where a line of Enamor lingerie has been hung out to dry. The brand name and motto is then repeated – ‘fabulous, as I am’.

The TVC has a catchy, fast-paced background music.

“Every lingerie brand talks about comfort, fit, design, and in the bargain completely neglects talking to the woman. Winning the Enamor account and changing their brand speak was a huge opportunity for us to change the manner in which 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, making lingerie look like an attitude because that truly is how women view their lingerie. And we all had a blast in the process,” said Suchismita Ganguli, VP, Publicis India.

The TVC:



Creative Agency: Publicis India

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

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