Inside Triumph’s quiet revolution: Bhavin Devpuria discusses redefining lingerie marketing for a New India

For a long time, the lingerie marketing sector in India has been ruled by utility-first messaging, but Triumph International is changing that paradigm — one emotion at a time. Triumph is aiming its efforts at the hearts and habits of a younger, digital-native demographic, from the groundbreaking “I Feel Nothing” campaign — which turns the idea of comfort on its head by honoring the strength of feeling nothing at all — to influencer-driven stories that emphasize authenticity rather than aspiration. Devpuria’s vision integrates cultural subtleties with global brand values, establishing Triumph as not only a heritage label but also a modern influence in India’s rapidly changing lingerie market.In this dialogue with Adgully, Bhavin Devpuria, who heads marketing for Triumph International (India and Sri Lanka), discusses how Triumph is appealing to Gen Z and millennial customers, the importance of exclusive brand outlets in their retail strategy, and the evolution of influencer marketing into a realm where emotional connection and trust are paramount. From Diwali to wedding season, Devpuria highlights how Triumph is making a difference where it counts: in the everyday lives of real women.

What was the main understanding that informed the “I Feel Nothing” campaign, and how does it distinguish Triumph within the context of India’s developing lingerie market? What was the evolution of the creative process for this campaign, from concept to execution?The key understanding is that genuine comfort in lingerie gives women the empowerment to live freely and with confidence, so much so that they can "forget" they are wearing it. This places Triumph in a unique position by emphasizing the feeling and experience over the product alone, transforming it from a dependable staple into a modern, stylish brand that instills confidence in India's market.Our marketing tone has been adjusted to be more modern and relatable, centering on "a feeling – the freedom to move, to live, to truly be yourself." This encompasses funny short films and digital material that highlight relatable situations, advancing past conventional product characteristics to underscore how our lingerie improves daily experiences for younger consumers.