Titan Company announces the launch of IRTH

31st October 2022, India: Titan Company, India’s biggest consumer company announces the launch of its latest brand, IRTH.  IRTH from the House of Titan is a thoughtfully designed women’s handbag brand. Every woman carries a bag and owns multiple. However, to this huge potential market, the existing solutions today are largely catering to the vanity. Hence, Titan sees potential in organised styling as a space that is unoccupied by anyone. Also given the large loyal base of women consumers that Titan caters to, this is yet another endeavour to enhance her every day. 

“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,” says Manish Gupta, Chief Executive Officer & VP, Fragrance and Fashion Accessories Division at Titan.

Commenting on the Titan’s new brand launch,  Kanwalpreet Walia, Marketing Head, Fragrances and Accessories Titan Company Limited 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.”

DesignStudio, a global brand agency, the Australian arm has worked with Titan on IRTH brand presentation & visual architecture.  The launch advertising work for Irth, has been developed by the 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” said James Duru, Executive Creative Director for DesignStudio Asia Pacific. “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” said James Duru.

It is a cultural reality that women are often assigned “meaning” by the fashion they wear or carry, even more so in the case of premium bags, which often become personality-defining symbols in their own right. This trend continues in contemporary advertising aimed at women, where binary labels such as “home maker” or “career woman” are the norm. Not the case here. The agency deftly avoids labelling the women it is talking to, thus sidestepping these narratives. 

No doubt, that Titan’s own legacy of progressive work has paved the way for the maturity of thought here. The launch campaign celebrates this live-and-let-live ethos, using warm language and nuanced, open-ended communication to drive home the brand idea. We respect the intelligence of the audience we are speaking to. We are here only to make every active women’s journey joyful and organised.

With the 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. IRTH bags are centred on both design and functionality. Hence brand has launched a main brand film bringing alive the “Yours To define” brand world. The beautiful frames captures the premium IRTH bags in the best way, showing the many possibilities any active women has with IRTH bags. Brand will also be launching feature films that will highlight the many the nuances of functionality built in 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”, Santosh Padhi (Paddy) Chief Creative Officer, Wieden+Kennedy India.

Talking about the launch campaign 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”

IRTH has a product portfolio ranging from workbags, tall totes, shoulder bags, handhelds, slings, cross body, clutches and wallets. Delights and Organisers are the categories unique to IRTH. These packed IRTH bags are priced economically to suit every pocket, INR 2595 – INR 5995/ and available at http://www.irth.in/.The launch pack of IRTH has a wide choice of 90 bags + 4 organisers in two colour ways to choose from.