IRTH, a brand from the House of Titan, has launched a new brand campaign featuring Twinkle Khanna as its first brand ambassador. Known for her persona ‘Mrs. Funnybones,’ Twinkle introduces IRTH bags with her characteristic wit and perspective on daily life. The campaign includes a series of short films highlighting common challenges women face with everyday bags—such as faulty zippers or impractical designs—while showcasing IRTH’s approach to combining style with functional solutions.
Kanwalpreet Walia, Business Head, Women’s Bag Division at Titan Company Ltd, talks about the collaboration, “Today, mobility for women isn’t just about getting from A to B — it’s about showing up in style, in a way that feels uniquely her. A woman’s bag is far more than an accessory. It is her constant companion, her secret keeper, her styling partner, and sometimes even her snack stash! With the new IRTH campaign, we wanted to spark playful and honest conversations around all the fun, fabulous, and not-so-fabulous moments women share with their bags. And who better to lead this dialogue than the ever-charming and endlessly witty Mrs. Funnybones? With her signature sass and sparkle, she turns everyday stories into laugh-out-loud moments, making her the perfect voice to celebrate the beautiful bond between a woman and her bag.”
Watch the campaign film here:
The first film in the series focuses on IRTH’s Initials, the brand’s first monogram collection. Through her signature humour, Twinkle Khanna illustrates the look and feel of a well-made bag. The campaign emphasizes the idea that “perfect design isn’t just seen, it’s felt.” Future films in the IRTH X Mrs. Funnybones series are planned to explore other aspects of handbags, highlighting design elements that spark conversation.
Speaking on the campaign, Twinkle Khanna says, “There’s a whole world that lives inside a woman’s handbag — snacks, secrets, sanity, sometimes even a screwdriver! This campaign felt like the perfect fit for me. It’s clever, it’s honest, and it addresses bags not just as accessories, but as companions in the chaos and charm of everyday life.”
Commenting on the collaboration, Amrish Kondurkar, Founder of Kondurkar Studio, the creative agency behind the campaign said, “This collaboration is really about shared sensibilities. Mrs. Funnybones brings her wit and joyful take on daily life, and IRTH brings thoughtful design that makes each of those moments a little better. It’s a perfect blend, a campaign that narrates what our bags were always meant to do: elevate the everyday in ways both subtle and delightful.”
The Initials collection by IRTH highlights the often-overlooked moments of daily life. Each piece integrates the IRTH icon into contemporary, functional designs, including shoulder bags, backpacks, and handheld styles. The collection emphasizes a blend of form and function while reflecting thoughtful design that supports everyday use. IRTH is establishing a presence in India’s women’s accessories market with a design-focused, insight-led approach. The first film in the campaign is available on YouTube as well as IRTH’s and Twinkle Khanna’s Instagram handles, introducing the collection and its creative approach to handbags.
