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
SPNI promotes Tavishi Budhiraja to vice president for HR and DEI
Longtime HR leader steps up to drive revenue teams and inclusion agenda
GURUGRAM: Sony Pictures Networks India has elevated Tavishi Budhiraja to vice president, HR business partner for revenue functions and diversity and inclusion, strengthening its people leadership across key business verticals.
In her expanded role, Budhiraja will oversee HR strategy for revenue-facing teams including ad sales across linear and digital, distribution and international business, while continuing to lead the company’s diversity and inclusion initiatives.
Budhiraja has been with the network for over 15 years, rising through the ranks from HR business partner for ad sales to assistant vice president, where she also took on the diversity and inclusion mandate. Her elevation reflects both continuity and a sharper focus on aligning people strategy with business growth.
Prior to joining SPNI, she worked with Reliance Communications as deputy manager, gaining early experience in human resources.
Announcing the move, Budhiraja said she looks forward to deepening impact and strengthening people strategies across teams, while continuing to grow within the organisation.
The promotion comes as media companies increasingly invest in talent and workplace culture to support evolving revenue models and digital expansion, making HR leadership a critical lever for long-term growth.
