Enamor: Changing the category codes of the entire Indian unorganised lingerie market

This case study explains how lingerie brand Enamor found a middle ground in India market by focussing on women with a positive message.

Enamor: Changing the category codes of the entire Indian unorganised lingerie market

Suchitra Sukumar

Campaign details

Brand owner: Gokaldas IntimatewearLead agency: PublicisBrand: EnamorCountry: IndiaChannels used: Internet - display, Internet - general, Internet - microsites, Magazines - consumer, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Social media, TelevisionMedia budget: 500k - 1 million

Executive summary

This case study is about how Enamor, an Indian lingerie brand, went about changing the dynamics of the entire lingerie category.

The Indian market for lingerie is a strongly binary one, with seemingly...

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