The Summer Signature campaign places Dimri at the centre of a narrative that reflects the brand’s evolving focus on individuality and self-expression
Victoria’s Secret, a sleepwear, lingerie and beauty products brand, has appointed actress Triptii Dimri as its first-ever Indian brand ambassador. Alongside the appointment, the brand has unveiled a teaser of its upcoming Summer Signature campaign through a visually led digital film.
The campaign places Dimri at the centre of a narrative that reflects the brand’s evolving focus on individuality and self-expression. Shared by the actor on social media, the film features her in distinct looks styled by Anaita Shroff Adjania, moving across moods that blend sleepwear, casual styling and statement fashion.
Dimri took to Instagram to share the development with her followers. “Stepping into a story that celebrates every version of me. Excited to begin this chapter with Victoria’s Secret India,” she wrote, while attaching a video with the post.
Victoria’s Secret has been evolving its global narrative towards a more inclusive and individual-led approach to fashion. The India ambassador film reflects this direction, while also signalling a sharper focus on building resonance with Indian audiences through culturally relevant communication, as per the official statement. Conceptualised by Makani Creatives, the film is designed as a cultural bridge, aimed at bringing together a global brand voice with locally relevant storytelling.
“We have evolved the brand narrative from ‘distant’ to ‘driven,’ focusing on how Indian women actually define confidence today. It is an elevated yet authentic approach that finally makes the Victoria’s Secret brand message resonate with the Indian audience,” stated Sameer Makani, Director, Makani Creatives.
