Titan Company launches Irth

Rolls out an ad film conceptualised by Wieden+Kennedy

Oct 28, 2022 01:49:00 PM | Article | Campaign India Team

Titan Company has announced the launch of its latest brand Irth.
 
The brand is in the women’s handbag category. 
 
The film, conceptualised by Wieden+Kennedy brings alive the tagline of the brand and captures an array of ways women can use the bags. It aims to highlight the many nuances of functionality built into each Irth bag, in the most stylish manner. 

Manish Gupta, chief executive Officer and vice president, fragrance and fashion accessories division, Titan, said, “IRTH intends to create long meaningful relationships with its consumers, making their purchase process exciting and special. Suggestive of the brand’s name, IRTH symbolizes the care and attention applied to the product design and exemplifies the sense of wonder and emotion inherent in the brand.” 
 
Kanwalpreet Walia, marketing head, fragrances and accessories, Titan Company, said, “We see great potential in this category and want to explore new opportunities for women in handbag category. IRTH hand bags cater to women from all walks of life and let them define what the bag carries. The products have been designed with great detailing and craftsmanship, including limitless organising space and options to buy detachable organisers. The campaign brings this 'yours to define' emotion alive in a very effortless manner.”
 
Ruchika Khanna, head of business, Titan Irth, 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.”
 
David Storey, principal, DesignStudio APAC, said, “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.”
 
James Duru, executive creative director, DesignStudio APAC, said, “So we created a brand rooted in the idea that Irth is ‘made to delight’. 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 its felt.”
 
Santosh Padhi (Paddy), chief creative officer, Wieden+Kennedy India, said, “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.”