Titan Launches Its Brand Irth
Titan Company has launched its latest brand Irth 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, speaks, “Irth intends to create long meaningful relationships with its consumers, making their purchase process exciting and special. Suggestive of the brand’s name, Irth symbolises the care and attention applied to the product design and exemplifies the sense of wonder and emotion inherent in the brand.”
Ruchika Khanna, head of business, Titan Irth, says, “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.”
James Duru, executive creative director, DesignStudio APAC, advocates, “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 it's felt.”
Santosh Padhi (Paddy), chief creative officer, Wieden+Kennedy India, comments, “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.”
