Mumbai: Women’s handbag IRTH from the House of Titan has partnered with DesignStudio for the brand presentation and visual architecture. The launch advertising work for IRTH has been developed by Wieden+Kennedy, New Delhi. Leading with the motto of "Yours to Define," the W+K team took a visibly subversive approach to the brand.
"From the first moment we spoke with the team at Titan, we began to understand the frustration with women’s handbags in Indian life today-they are beautiful to look at, but entirely impractical to use," said DesignStudio principal for Asia Pacific David Storey.
"So we created a brand rooted in the idea that IRTH is "Made to Delight," added DesignStudio Asia Pacific executive creative director James Duru. "A brand that has a sense of joy at the heart of it—as can be seen through the entire visual expression, from the logo to the colour palette to the photography style. A brand that’s not just seen, it's felt."
The campaign celebrates the live-and-let-live ethos, using warm language and nuanced, open-ended communication to drive home the brand idea.
With its tagline "Yours To Define," the brand adds meaning and value to every woman’s journey without any stereotype. IRTH bags are meant for the women of today to elevate their everyday lives. IRTH bags are centred on both design and functionality. Hence, the brand has launched a film, bringing to life the "Yours To Define" brand world. The beautiful frames capture the premium bags in the best way, showing the many possibilities any active woman has with IRTH bags. The brand will also be launching feature films that will highlight the many nuances of functionality built into each IRTH bag in the most stylish manner.
"We were happy when we were given the creative mandate from the House of Titan to launch this wonderful product line up under the brand IRTH. With creative directors Amrish Kondurkar & Sunayna Sabharwal at the helm along with their team, we’ve tried to create a world that forever stays delightful to work on. The campaign traverses touchpoints, in a way that celebrates the product range and user in a casual candid way," added Wieden+Kennedy India chief creative officer Santosh Padhi (Paddy).
Talking about the launch campaign, Titan’s IRTH head of business Ruchika Khanna said, "It’s always a pleasure to work with clients who bring clarity and thought to a creative brief. For us, the challenge really was to give life to a new brand, to find a fresh voice in a category that already has many expressions. And to find a balance between the functionality of the product and the beauty of the brand."
