Lingerie brand Enamor has signed actress Taapsee Pannu as its brand ambassador, anchoring a new campaign around its bamboo cotton range and a repositioned brand identity it calls “Unapologetic As I Am.”
The campaign marks a shift in tone for the Modenik Lifestyle-owned brand, moving away from aspirational appeal toward what it describes as unapologetic self-acceptance. A digital brand film features Pannu in everyday wellness moments — meditation, hydration, nutrition — framing the bamboo cotton lingerie as what the brand calls “the first layer of confidence.”
The bamboo cotton range is positioned around all-day comfort, with claims of sweat-wicking, antimicrobial properties and a no-pinch, no-rash fit. Enamor says the fabric is designed to keep wearers cool and fresh, particularly in summer conditions.
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.”
Enamor was founded in 2001 as a joint venture with French heritage brand Barbara of Paris. Its parent, Modenik Lifestyle, was formed through a merger of Advent International portfolio companies Dixcy Textiles and Gokaldas Intimatewear, and also holds brands including Dixcy Scott, Slimz, and a licensing deal with Levi’s for innerwear in India.
The bamboo cotton range is available on Enamor’s website, D2C platforms, and in stores including exclusive brand outlets, multi-brand outlets, and national chain stores.
