Blissclub’s Bitchcoin: Turning insults into marketing gold

Blissclub, an Indian apparel brand, has launched its latest brand campaign, Bitchclub, introducing Bitch-Coin. This is a fictional currency that women earn each time they are called a ‘bitch’—a term often used to diminish those who challenge norms and move to their own rhythm.

Through a sharp narrative, the campaign sheds light on the everyday moments where women face judgment for asserting themselves. Instead of allowing these labels to limit them, Blissclub encourages women to embrace movement—whether physical, personal, or professional—without hesitation.

“This campaign is a reflection of the challenges women navigate daily,” says Minu Margeret, founder of Blissclub. “Movement isn’t just about being active—it’s about progress, expression, and the freedom to take up space. If standing up for oneself comes with labels, I believe those labels should be worn with pride. If I’m going to be called a “bitch, then it’s a sign of power, pride and a nudge to #KeepMoving forward.”

The entire campaign has been conceptualised, scripted, and produced in-house, staying true to Blissclub’s commitment to authentic storytelling. The campaign has been amplified across all social media platforms. On LinkedIn, Blissclub has introduced unique activations like calling for a Bitchcoin Miner and sharing posts such as “Happy to announce that I got called a BITCH today, I made xxx Bitchcoins, so keep ‘em coming!” These fun and engaging posts are encouraging employees to proudly embrace their "Bitch" status.

Additionally, Blissclub has partnered with like-minded brands to build on the whole narrative of ‘bitch’ being a badge of honour. They’re organising a fun ‘Bitchasana with Bitchclub’ workshop to push the message of #KeepMoving. The company will invite 10 lucky winners to be a part of this fun yoga session and to support the movement. Blissclub has created noise on all platforms, Instagram, LinkedIn and even changed their OG Blisscoins to Bitchcoins for their customers to claim.

Campaign’s take: Blissclub just pulled off a marketing masterclass—flipping an insult into a currency and sparking a movement. With its audacious BitchClub campaign, the Indian activewear brand takes a satirical dig at gender bias, rewarding women with Bitchcoins every time they’re called a ‘bitch’ for asserting themselves.

Through a CGI Labrador-turned-entrepreneur pitching ‘bitch-coins’ to Shark Tank-style investors, Blissclub cleverly highlights how society penalises women for confidence. But here’s the twist: what if every sexist jibe had value? The campaign doesn’t just poke fun—it redefines the narrative.

From playful LinkedIn activations (‘Proud to earn my first Bitchcoin today!’) to yoga workshops cheekily dubbed Bitchasana, Blissclub ensures the conversation extends beyond the ad. More than a campaign, this is brand-led activism with commercial savvy.

By aligning Bitchcoin with its ethos of movement—physical and social—Blissclub transforms marketing into a cultural statement. For brands eyeing the next frontier of purpose-driven storytelling, this is it: audacity, relatability, and virality. The company isn’t just selling leggings—it’s minting cultural currency.