afaqs!

Lingerie brand Enamor briefs creative agencies

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | July 01, 2013
The process is underway in Bengaluru. Meanwhile, in Mumbai, lingerie brand Amante meets agencies.

Enamor, the popular lingerie brand from the house of Gokaldas Intimatewear, is in the process of meeting creative agencies. The procedure is underway in Bengaluru and a few agencies are in the process of being briefed.

Enamor

Amante

In April 2012, afaqs! reported that Madison Media Omega had been appointed by Enamor as its media AoR (agency of record). Before this, the media mandate for this account was with Lintas Media Group.

Meanwhile, in Mumbai, lingerie brand Amante, owned by the Sri Lanka-based lingerie manufacturer MAS Holdings, is also in the process of meeting creative agencies. Most recently, Happy Creative Services worked on this brand. The agency won the business around mid last year and worked on it for a year. Happy created a visible ad campaign for Amante called 'Break up with the wrong bra'.

These ads, unlike most lingerie ads, featured only the faces of what looked like fully clad women. The campaign focused on comfort over sex appeal and used media channels such as magazines, outdoor, on-ground activations and online, across Mumbai, Hyderabad, Delhi, Noida, Gurgaon, Pune and Bengaluru.

For the record, Enamor was launched in 2003 and became popular on the back of its 'Beautiful Inside' tagline. At the time, O&M worked on its creative duties. The brand's website currently carries the tagline 'Transform Yourself'.

Amante, on the other hand, was launched in India in 2007.

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