Campaign details

Brand: Baggit India
Brand owner: Baggit
Lead agency: Famous Innovations
Country: India
Industries: Personal accessories
Media channels: Social media, Television
Budget: Up to 500k

Executive summary

In the handbag category, where the conversation was dominated by hollow ideas of being chic for affluent women, Baggit decided to strategically shift the narrative to an issue affecting all women, no matter their caste, class, or colour. The campaign was effective in starting a larger conversation about mansplaining and moving the role of a handbag from the appearance of a woman to her identity. It was brave and it delivered. It led to an increase in share of voice and brand love. The campaign helped the brand create a national presence and increase sales, too.

Market background and cultural context

Getting out of the rat race