Enamor, India’s leading lingerie brand, today announced Indian actress and icon Taapsee Pannu as its brand ambassador. The partnership marks the brand’s new campaign, introducing a bamboo cotton lingerie range, ushering in their era of ‘Unapologetic As I Am’ – as the new brand identity, a bold repositioning from luxurious appeal towards enthusiastic self-acceptance of unapologetic choices.
Taapsee Pannu joins Enamor as brand ambassador for new campaign
At the center of the campaign is an engaging new digital brand film, featuring Taapsee Pannu in a series of unrehearsed but important moments during her everyday health routine – from meditation to hydrating and balancing her nutrition. Moving from outside-in celebration to inside-out expression of her desires, her standards, her self-expression and her hunger in life, she unapologetically chooses the Enamor Bamboo Cotton range as her first layer of confidence.
The Enamor Bamboo cotton range is soft, breathable and designed to adjust to your body. Made from natural lightweight bamboo cotton, this range flips the script for all-day comfort, so your skin can breathe. With the promise of no pinching, no scratching and no rash, this product is gentle on the skin, keeping it fresh and cool even in extreme summers. The advanced sweat wicking formula and antimicrobial action of bamboo fabric helps you stay fresh for longer.
Highlighting the campaign, Shekhar Tiwari, Chief Executive Officer and Executive Director – Modenic Lifestyle (Anamore, Dixie Scott, Slimz and Levi’s Essentials) said, “At Anamore, we don’t follow category; we lead with thought leadership and disrupt with courage. As a brand, we are empowering women to own their space, and their stories. Our latest bamboo fabric is one such innovation. It’s not just a fabric upgrade; it’s a statement that comfort and confidence can live without compromise. We’re honored to have Taapsee with us as we step into the next phase of our brand journey and we’re proud to lead this change with an icon like her – one thoughtful design at a time.”
Talking about their collaboration, Taapsee Pannu, actress and brand ambassador, Enamor, highlighted, “For years, people around me had asked me to present a version of myself that was polished, soothing and predictable. But I could only be me, as I am. When Enamor approached me for this campaign, it just felt like a match made in heaven. ‘Unapologetic As I Am’ is not just a message – it A bold declaration. Wearing this bamboo collection felt like a second skin. I hope every woman watching this campaign film will allow herself to just be.”
With its relentless focus on design, fit, innovation, technology, storytelling and community engagement, Enamor is committed to redefining premium fashion lingerie in India through a seamless blend of creativity, comfort and cultural relevance. Discover the soft and durable bamboo cotton bra for long lasting freshness and breathability with anti-microbial and hypoallergenic bamboo fabric. It’s not just a bra. This is a healthy routine. The range is now available on Enamor’s website, select D2C platforms and offline stores – EBO, MBO and NCS.
