Titan Company Limited’s handbag brand IRTH has launched its latest campaign titled ‘Always A Little Ready’, spotlighting handbags as companions that move seamlessly through everyday moments with style, functionality, and ease.
The new campaign is built around a simple yet relatable insight, that nothing inside a handbag is ever accidental. From essentials to spontaneous additions collected through the day, the campaign highlights how bags often become deeply personal spaces reflecting routine, personality, and preparedness.
Through the film, IRTH showcases women navigating different moments of the day, from sunlit commutes to quieter pauses, while carrying bags designed to feel intuitive, ergonomic, and expressive. The storytelling focuses less on the product as an accessory and more on how it integrates into daily life.
The visual language of the campaign leans into the Spring/Summer mood with soft palettes inspired by summer skies, featuring shades like dusty blue and clay. Playful detailing and lightweight silhouettes further reinforce the brand’s focus on personal styling and effortless functionality.
Alongside the campaign, IRTH has also introduced its new Spring/Summer collection featuring products such as the Sailor tote inspired by origami folds, the Skye tote in softer seasonal tones, and a range of accessories called “Little Joys,” including charms, wristlets, scarf holders, and organisers integrated across the collection.
The campaign was conceptualised by Kondurkar Studio, with the creative direction focused on capturing emotional familiarity rather than product-centric storytelling.
Speaking about the campaign, Kanwalpreet Walia, Business Head – Women Handbags Business at Titan Company Limited, said, “At IRTH, we start with how women live, move, and organise their day. Design for us is intentional and considered. The idea was to create bags that feel personal to carry, leaving room for individuality, spontaneity, and the small things each woman chooses to make space for. ‘Always a Little Ready’ is an articulation of this thinking. This season, we wanted to bring in a lighter, more effortless mood through softer tones such as dusty blue and clay, playful details like our paper boat charm on the Origami bags, and silhouettes that move easily through different moments of the day.”
Commenting on the creative approach, Amrish Kondurkar, Founder of Kondurkar Studio, said, “We wanted to capture a feeling, not a feature. A sense that everything you need is already with you, held with care. Always a little ready is that quiet confidence carried through the day.”
