IRTH Bags, the women’s accessories brand from Titan Company, has appointed Twinkle Khanna as its first-ever brand ambassador. To mark the announcement, the brand has rolled out a new campaign that shines a light on the everyday realities women face with their handbags – and how IRTH’s design-led, functional solutions aim to make those experiences better.
The campaign features a series of short, witty films introduced by Khanna in her popular persona, Mrs. Funnybones. These films humorously explore common frustrations with handbags – from impractical interiors to lack of usability – and position IRTH’s products as the perfect remedy through their thoughtful, user-centric design.
Kanwalpreet Walia shared, “For women, mobility isn’t just about getting from one place to another – it’s about showing up in style and feeling empowered. A woman’s bag is her constant companion, her secret keeper, and sometimes even her snack stash. Through this campaign, we wanted to spark fun, honest conversations about all the fabulous and frustrating moments women share with their bags. Twinkle, with her wit and charm, brings these stories to life beautifully.”
The first film introduces IRTH’s monogram collection, Initials, highlighting the brand’s philosophy that “perfect design isn’t just seen, it’s felt.”
Conceptualised by Kondurkar Studio, the campaign celebrates IRTH’s mission to make handbags both functional and stylish, offering shoulder bags, backpacks, and handhelds that blend utility with contemporary design.
