MUMBAI: IRTH Bags, a brand from the House of Titan has launched their new brand campaign with Twinkle Khanna as its first-ever brand ambassador. Filmed under her moniker Mrs. Funnybones, Twinkle will be seen introducing IRTH bags with her trademark wit and a joyful take on daily life. The new campaign kicks off with a series of short films that explore category truths every woman knows but rarely sees reflected in design. From zippers that fail at the worst moment to bags that simply don’t get how women move, IRTH flips the script with thoughtfully designed bags that blend style with real solutions.
Kanwalpreet Walia, Business Head, Women’s Bag Division at Titan Company, 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.”
The first film in the series spotlights IRTH’s Initials — brand’s first monogram collection, where Mrs. Funnybones through her charismatic humour reveals how beautiful a well-made bag looks and feels. It underscores the brand’s philosophy of “Perfect design isn’t just seen, it’s felt.” IRTH X Mrs. Funnybones will bring a series of more such fun drops, each revealing a different side of the handbags category that turn them into conversations.
Khanna said, “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.”
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 aims to be a tribute to the quieter, often overlooked moments of daily life. Each piece aims to capture the design of the brand – seamlessly blending the IRTH icon into timeless styles with elegance and contemporary silhouettes and merges form with function in an elegant, modern silhouette. Whether it’s a tall shoulder bag, backpack, wide shoulder, or a sleek handheld, each design carries IRTH’s promise: to elevate our everyday with moments of charm, confidence and style. The brand is carving a distinct space in India’s fast-growing women’s accessories market with its design-first, insight-led approach.
The first film is now live on YouTube here and on IRTH’s and Twinkle Khanna’s Instagram handles, setting the stage for a campaign that the company says promises wit, surprise, and bags that makes everyday life a little more beautiful.
Agency Credits:
Amrish Kondurkar, Founder & CCO
Creative Team: Jossy Raphael, Sunayna Sabharwal, Muskaan Jain, Ishita Sharma
Account Management: Sohini Pani, Aashiq Gesni, Dipti Sinha
PH Creds:
Director – Afshan Hussain Shaikh
Executive Producer – Doris George
Producer – Siddhi Bhopale & Sidhant Sarkar
Cinematographer – Kartik Vijay
Production Designer – Daaku Aunties (Yashika Gor & Parth Varshney)
Offline Editor – Sourjo Sengupta
Music Director – Sanjay Das
Colorist – Sujith Vijayan
Sound Design – Chester Misquitta
Online Editor – Soham Rawal (Prime Focus)
Post Producer – Dhruv Thakkar
Associate Producer – Tanvi Sanghvi
Line Producer – Malcolm Noronha
2nd Unit Director – Ishita Mishra
2nd Unit DOP – Yash Mayekar
1st AD – Padmini Nandakumar
2nd AD – Aishwarya Chodankar
