Victoria’s Secret has appointed Triptii Dimri as its first-ever brand ambassador for India, marking a key step in its localisation strategy. Dimri will lead the brand’s upcoming Summer Signature campaign, positioned around themes of confidence, comfort, and modern femininity.
The move signals Victoria’s Secret’s intent to build stronger cultural relevance in the Indian market through local faces and storytelling.
In the campaign’s teaser film, Dimri is presented across multiple looks spanning sleepwear, casual wear, and statement styles, reinforcing the brand’s evolving narrative around individuality and self-expression. Styled by Anaita Shroff Adjania, the film highlights a more personal and relatable interpretation of sensuality.
Sharing the campaign on social media, Dimri emphasised confidence as central to the idea of being “sexy,” aligning with the brand’s repositioning towards authenticity and comfort. The campaign has been conceptualised by Makani Creatives and is expected to roll out in phases as part of Victoria’s Secret’s broader push in India.
Link to the campaign:
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Sharing his thoughts on the Summer Signature campaign by Victoria’s Secret, Sameer Makani, Director, Makani Creatives, said, “Victoria’s Secret first ambassador campaign in India was about more than visibility, it’s about connection. We’ve evolved the brand narrative from ‘distant’ to ‘driven,’ focusing on how Indian women actually define confidence today. It’s an elevated yet authentic approach that finally makes the Victoria’s Secret brand message resonate with the Indian audience.”
