Miraggio has launched Off The Clock, the first chapter of its festive campaign, built on the idea that people start mentally switching off from work before the day ends during the festive season. The campaign borrows the familiar “Out of Office” format from professional communication and extends it to the period when attention shifts from work to evening plans, outfits and invitations.
The campaign began on LinkedIn, where Miraggio team members updated their profile photos with “Out of Office” badges and the brand changed its bio. Founder and CEO Mohit Jain shared the first post, which the brand later reposted. A “Chief Break Officer” then followed with posts and GIFs in a corporate-style tone, and the pre-launch activity ended with a staged empty office and an out-of-office email, inviting audiences to share their own sign-offs.
The campaign then moved to Instagram, starting with a teaser before the campaign film and other social-first content. It went on to introduce the Off The Clock collection of party clutches and micro bags, followed by behind-the-scenes content on the making of the range.
Jain said most brands treat the festive season as a sales moment, but Miraggio saw it as a mindset shift, when people stop performing productivity and look forward to their evening. He added that starting on LinkedIn was deliberate, since “Out of Office” already carries emotional weight there, letting the idea earn attention before any bag was introduced.
