IRTH, the handbag label from Titan Company, has launched its latest campaign titled Always a Little Ready, focusing on the role handbags play in women’s everyday lives and routines. The campaign highlights how handbags go beyond fashion accessories to become personal spaces that carry essentials, memories, and everyday necessities.

Video: https://www.youtube.com/watch?v=JgPMR4X47c4

The film portrays women navigating different parts of their day, from daily commutes to casual social interactions, while showcasing how their bags remain constant companions through every moment. Through these scenes, the campaign underlines IRTH’s emphasis on functionality, organisation, and contemporary design.

Alongside the campaign, the brand has introduced its new Spring/Summer collection featuring softer colour palettes and lightweight styling elements. Shades such as dusty blue and clay dominate the collection, complemented by accessories including charms, wristlets, and organisers designed to add a playful yet practical touch. The collection also includes signature styles like the Sailor tote and Skye tote.

Commenting on the launch, Kanwalpreet Walia said the campaign reflects how women organise and move through their daily lives. According to Walia, the idea behind the collection was to create handbags that feel personal, functional, and adaptable to different moments of the day while allowing space for individuality and spontaneity.

Amrish Kondurkar, whose agency conceptualised the campaign, added that the film aims to capture a sense of quiet confidence and preparedness that women carry with them every day through the things they choose to keep close.