“The future of lingerie is here.”

Publicis India has launched their latest campaign, ‘Fabulously Futuristic’ for Enamor, India’s leading lingerie brand. This campaign celebrates the active, modern woman and highlights exciting features of Enamor’s “Innovations” line.

Developed by Publicis India, “Fabulously Futuristic” is a series of six digital films that breaks away from traditional lingerie advertising and instead depicts the limitless power and grace inherent in everyday activities. Every film focuses on a different product from Enamor’s “Innovations” lineup to showcase the unique and dynamic features of each. These range from flexibility to breathability to eco-friendly fabric to cooling support with N9 temperature control technology to gel-filled cups for superior support and comfort.

“Experience ultra-smoothness with bonded technology, lightweight fabric and a seamless finish with the revolutionary *InvisiBra*,” they wrote.

Publicis India ability to draft beautiful narratives aligns with Enamor’s goal to showcase “Innovation” in a touching and inspiring way. The campaign is a testament to the agency’s ability to connect to both brands and consumers on a deeper level.

“Enamor has been at the forefront of innovation in the category for a long time. So, for the Innovations range campaign, we wanted the brand to claim what it rightfully owns. It showcases stylish, strong women flexing their bodies and possibilities in moments of complete unabashed freedom that the cutting-edge technology in the bras support them with. We chose artforms like ballet and aerial yoga to power punch the ‘proof of concepts’ beautifully. The music and movements are all a celebration of the Enamor woman’s free spirit as she moves into a fabulous future,” said Shitu Patil and Aman Mannan, joint national creative directors, Publicis India.

The campaign itself comes from a basic human truth, says Sandra Daniels, SVP of marketing, Enamor. “Lingerie is an extremely personal and fundamental part of a woman’s life. Not only is it a product she uses every single day, but also an essential experience for her as a woman. She wants to ensure that she is picking a piece that is perfect in every way- be it the perfect fit, the perfect fabric or the perfect style. With the Innovations campaign, we have aimed to address these concerns and all with the objective of allowing women to have the best lingerie experience, so they can be completely free and comfortable to explore and experience their most fabulous self.”

The campaign video has received over 2 million views on YouTube till date.