Mumbai: Platinum Outdoor, a unit of Madison World, has executed a high-impact, innovation-led out-of-home (OOH) campaign for IRTH bags across Mumbai, delivering a striking blend of creativity, visibility, and scale.
The campaign was strategically rolled out across 4–5 premium, back-to-back sites along the Bandra Flyover, one of Mumbai’s busiest routes, creating a cohesive storytelling experience and ensuring unmissable brand presence. The installations ran for 28–31 days, offering continuous exposure and maximizing recall among urban audiences.
The highlight of the campaign was the oversized 3D IRTH bags, seamlessly integrated into hoardings. These installations not only drew immediate attention but also elevated the outdoor narrative into a more immersive and memorable brand experience.
Kanwalpreet Walia, Business Head, Women’s Bag, said, “IRTH Handbags, from the House of Titan, are thoughtfully designed to elevate the everyday. With three stores now in Mumbai — including our first exclusive IRTH store launched last year — the city holds a special place in our journey. Being India’s fashion city, Mumbai inspired us to create an unforgettable brand experience that seamlessly integrates IRTH bags into the city’s most iconic hotspots — with minimal intrusion, yet with creativity and style. We are incredibly proud to have partnered with Platinum Outdoor on this campaign. Their bold thinking, and impeccable execution brought our vision to life in a way that truly broke through the noise.”
Commenting on the campaign, Dipankar Sanyal, CEO, Platinum Outdoor, added, “Innovation in outdoor advertising is about more than just size — it’s about storytelling that connects instantly and memorably. This campaign at Bandra Flyover was carefully crafted to dominate one of Mumbai’s busiest routes through creative impact and smart media strategy. The 3D bag installations added a unique visual layer, helping the brand truly stand out in the urban landscape.”
Platinum Outdoor, part of Madison World — India’s largest homegrown communication agency established in 1988 — operates multiple specialized OOH brands including Madison Turnt (activation), Anugrah Madison (rural), and MRP (retail).
