The launch
Japanese lingerie brand Wacoal has appointed actor Rakul Preet Singh as its brand ambassador in India. The tie-up debuts with the Autumn/Winter 2026 campaign “In Pursuit of Beauty”, which puts the brand’s focus on craftsmanship, fit and comfort at the centre.
Wacoal has not named an agency or director in the announcement, and it did not specify the media markets where the film will run. The launch centres on four lines from the AW ’26 collection:
- Iris
- Basic Mold
- Embrace
- Cool Comfort
What the film says and how
The film takes an expressive route rather than a functional tutorial. Singh appears in a series of sequences that highlight movement, finish and the way the garments are cut, making the case that intimate wear is designed around how it feels and fits, not just how it appears.
The title “In Pursuit of Beauty” frames beauty as a continuing process. That idea carries the film’s argument: the product is not a final reveal, but part of an ongoing relationship with craft and confidence. The approach matters because it gives the brand a way to show the product without reducing it to a list of features.
What the brand and agency say about it
Pooja Merani, COO, Wacoal India, said: “At Wacoal, beauty is an ongoing pursuit, expressed through the harmony of thoughtful design, refined craftsmanship and exceptional fit. Rakul embodies this philosophy through her own approach to her craft with grace, discipline and an innate sense of individuality.”
Singh said: “I’ve always believed that the best version of you is the one you’re still working on. Wacoal approaches lingerie the same way, with so much thought and care going into every detail.”
No agency statement was included in the launch material, so the campaign’s strategic thinking is, for now, being read through the brand and its ambassador.
The category context
Intimate-wear advertising in India has historically led with promises of fit, support and comfort. Wacoal is using this campaign to move that conversation from pure function toward confidence and beauty, without dropping the functional claims.
That is a meaningful shift for a category where product-level proof often dominates. By casting a well-known actor and framing the collection around an idea rather than a single product benefit, Wacoal is positioning itself as a more emotional, craft-led brand.
The risk is that beauty-led messaging can feel generic if it drifts too far from the fit and comfort proof that shoppers actually want. The four lines give the campaign a concrete product anchor, which should help the idea stay grounded.
What to watch next
Watch whether Wacoal extends Singh’s ambassador role beyond this film into social content, retail activations or longer-form storytelling. The brand has given itself room to build an ongoing platform around “In Pursuit of Beauty” rather than a one-off ad.
The next signal will be how the four AW ’26 lines—Iris, Basic Mold, Embrace, and Cool Comfort—are marketed individually. If each line gets its own fit or comfort story, the campaign could balance aspiration with the product detail that the category still demands.
Watch the original: Wacoal on YouTube
Source: ETBrandEquity.com
