MAM
Enamor slips into something strategic with Tilt as new brand partner
MUMBAI: In the high-stakes world of lingerie and lifestyle branding, there’s no room for saggy storytelling. Modenik Lifestyle’s premium innerwear label Enamor has tightened its creative corset by appointing Tilt Brand Solutions as its brand and communications agency of record. The announcement, made on 25 March 2025, follows a multi-agency pitch that clearly saw Tilt bringing both the brains and the bustier.
Enamor, launched in 2001 through a joint venture with French heritage label Barbara of Paris, has long stood at the intersection of fashion, function, and female empowerment. From introducing premium lingerie to Indian women to shaping conversations around comfort and confidence, the brand has always managed to stay a lace ahead of the game.
Now, with gen z entering the chat and consumer behaviour shifting faster than a Tiktok trend, Enamor is ready to refresh its tone, targeting a new wave of body-positivity-fuelled shoppers. And Tilt, with its sharp creative swagger and strategy chops, is stepping into the frame.
“Enamor has always been at the forefront, leading the charge with bold, unique narratives in the lingerie space. Today, as we embrace a new generation of consumers and a fresh wave of energy, we see that shift reflected in the culture. Tilt’s deep understanding of this dynamic space, combined with their strategic expertise and creative firepower, makes them the perfect partner to elevate Enamor. With their talent and acumen, we’re confident they will take the brand to new heights,” said Modenik Lifestyle Pvt. Ltd CEO Shekhar Tewari.
And Tilt’s top brass are clearly feeling the love. Tilt Brand Solutions CBO Hari Krishnan responded, “We are very excited to have won this mandate for Enamor. The brand’s ambitions provide us with a great opportunity to bring our experience and proven expertise in full-brained strategic thinking and impactful, engaging creative narratives to the forefront.”
From lace to legacy, this partnership aims to stitch together bold ideas and business impact. With Tilt now scripting the next chapter in Enamor’s story, don’t be surprised if your next scroll through Instagram feels a little sassier, sharper, and unmistakably Enamored.
Brands
Vodafone Idea elevates Vineeth Jayendranath as VP, marketing head Mumbai
Telecom marketer takes charge of Mumbai circle with growth and brand focus
MUMBAI: Vodafone Idea Limited has promoted Vineeth Jayendranath to vice president, marketing head for the Mumbai circle, marking a key milestone in his career as the telecom operator sharpens its regional strategy.
In his new role, Jayendranath will lead marketing efforts across prepaid and postpaid segments in one of the country’s most competitive telecom markets. His mandate includes driving revenue growth, strengthening brand positioning, and deepening customer engagement, while also managing profit and loss responsibilities for the circle.
Sharing the update, Vineeth Jayendranath said, “Excited to share, I am starting my new stint as Vice President, Marketing Head for Mumbai circle at Vodafone Idea Ltd. Would like to thank everyone who has supported me in this journey.”
Jayendranath brings over 12 years of experience spanning telecom and IT, with a strong focus on customer value management and data-led marketing. Since joining Vodafone Idea, he has held multiple leadership roles, most recently serving as general manager leading customer value management and prepaid business across Gujarat, Maharashtra and Goa.
During this period, he handled large subscriber bases and multi-billion rupee revenue portfolios, while rolling out hyper-personalised campaigns and a “segment of one” strategy to improve customer retention and upgrades. He also championed a digital-first approach, pushing adoption of data services and unlimited plans through targeted, insight-driven initiatives.
Earlier, he worked with Idea Cellular Ltd in strategy and business intelligence roles, and began his career at Infosys as a systems engineer. A brief stint at Hyundai Motor India Ltd during his internship added early exposure to marketing strategy.
An alumnus of SVKM’s Narsee Monjee Institute of Management Studies, Jayendranath has steadily built a reputation for combining analytics with marketing execution.
His elevation comes as telecom players double down on circle-level strategies to stay competitive, and Vodafone Idea appears to be betting on data-backed marketing to keep Mumbai firmly in its corner.
