A starting point was the realisation that a “meaning” is often attached to women by the fashion they wear or carry. This trend continues in contemporary advertising aimed at women, where binary labels such as “art punk” or “career woman” are the norm, depending on the product in question.

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For us, avoiding that became a de-facto objective of the work—and not least because IRTH is Hindi for ‘meaning’ or ‘definition’. Throughout, the campaign tries to avoid making use of any ‘labelling’ in its language.

 

Communication is light, airy, open-ended—making no assumptions about the demographic or their personalities or how they’re supposed to use the product. “Any bag is a travel bag if you can’t travel without it”, as one outdoor puts succinctly. All of this is held together by the brand platform of “Yours to Define”, a poetic reminder that it’s you who gives your bag meaning—not the other way around.

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The communication, however, opens up when needed to focus on specific products, bringing out aspects like colour, material, and function, allowing each bag’s story to come through without losing the larger idea.