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IRTH launches their new brand campaign with Twinkle Khanna as its first-ever brand ambassador. Filmed under her popular 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 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.”

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.

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.”

The Initials collection by IRTH is a tribute to the quieter, often overlooked moments of daily life. Each piece captures the thoughtful 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.