Q] After years without a celebrity face, Enamor onboarded Taapsee Pannu as brand ambassador for its ‘Unapologetic As I Am’ campaign. What drove the decision of featuring a celebrity and what early outcomes have you seen?
I’ll go back in time to reference ‘Fabulous, As I Am.’ We wanted to underline that every woman is unique; so we didn’t feel the need for a celebrity. Instead, we featured women with different personalities, body types, quirks and interests who embodied the true spirit of ‘Fabulous, As I Am.’ When we came up with ‘Unapologetic As I Am,’ the positioning became about being bold, the best version of yourself and not remaining constrained by society, culture or family. We needed someone who truly embodied that spirit. Pannu is loved by women, is an inspiration, has made decisions that work for her and has broken norms by choosing to live life on her own terms. She was the perfect choice to communicate what we now stand for under this new positioning.
Since launching our Bamboo Cotton range with Pannu earlier this year, we’ve seen strong sales growth across our stores, D2C and marketplaces. Searches for Bamboo Cotton are up by 400 per cent, and more consumers are asking for the ‘Taapsee’ and Bamboo Cotton bra. We’re yet to measure brand metrics with Nielsen, but media metrics like CTRs are already beating best-in-class benchmarks.
Q] Enamor launched campaigns like ‘BodySync’ & ‘Ban the Dumb Bra’. After spending nearly two decades building the business through product, retail and word of mouth rather than high-decibel campaigns, what changed to spur a bolder communication?
Two things changed. First, the consumer became bolder. She consumes bold content, so we speak to her in a way that feels relevant and inspires her to be herself. That is why our communication is bolder. We are also sharper with media. While earlier we invested across television, radio and cinema, today almost all our investments are digital, making media more focused and optimised. With the innerwear category becoming more competitive, we also need to raise our brand’s decibels and stand out among new-age and online-first brands.
Q] Could you give us a sense of your marketing investment and channel strategy across influencers, e-commerce and quick commerce?
We invest 8-10 per cent of our revenue in marketing. While most of our spends are on digital, we also do impact marketing through outdoor hoardings. Over the last two years, we’ve significantly pivoted towards influencer marketing. We’re rapidly growing across e-commerce and quick commerce, as these are key channels to reach younger consumers in their 20s.
