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...