Triumph has rolled out the latest edition of its '#IFeelNothing' campaign, introducing the brand's new spring/summer (SS'25) collection.

The campaign comprises two films. The first film opens with a girl enjoying a cozy movie night with her boyfriend. As he leans in for a kiss, she softly murmurs, 'I feel nothing.' What sounds like rejection turns out to be revelation that she’s not talking about him, but about the lingerie that feels like nothing at all.

Following the same narrative, the second film showcases a bride during her wedding functions. Amidst the joyful celebrations, the bride says, 'I feel nothing', which is not about the festivities, but for the comfort of the lingerie. 

What we think about it: Short bite-sized films, the campaign breaks away from the mould that lingerie ads usually follow. A soft-spoken campaign that delivers its message with quiet confidence. Not ground-breaking, but undeniably effective.

Bhavin Devpuria, marketing head, Triumph Group (India and Sri Lanka), said, “Triumph is evolving. With '#IFeelNothing' campaign, we're not just selling lingerie; we're offering a feeling – the freedom to move, to live, to truly be yourself without a second thought. We're going a notch higher with brand Triumph from a reliable staple to a contemporary, fashionable brand that inspires confidence. At Triumph lingerie we're constantly pushing the boundaries of lingerie design, incorporating innovative technologies to enhance experience. That's the Triumph promise: Lingerie you'll love to forget, allowing you to embrace every moment with effortless confidence."

Ankur Damani, commercial director, Triumph Group (India and Sri Lanka), said, "We know that every Indian woman deserves lingerie that reflects her individual style and adapts to her ever-evolving lifestyle. Our latest spring summer 2025 collection features a palette of delicate intricate laces, soft pastels and vibrant pop of colours reflecting the season's joyful spirit. This campaign is for the woman who refuses to compromise – the woman who demands both unparalleled quality and cutting-edge style. Whether you're a loyal customer or someone who's never considered Triumph before, we invite you to experience lingerie so comfortable, so supportive, and so stylish, you'll simply forget it's there”.