Brands
Titan Company ventures into the handbag category with IRTH
Mumbai: Titan Company, one of the leaders in consumer categories, has announced the launch of its latest handbag brand, IRTH. IRTH from the House of Titan is a thoughtfully designed women’s handbag brand. Every woman carries a bag and owns multiple.
However, to this huge potential market, the existing solutions today are largely catering to the vanity. Hence, Titan sees potential in organised styling as a space that is unoccupied by anyone. Also given the large loyal base of women consumers that Titan caters to, this is yet another endeavour to enhance her every day.
These bags are thoughtfully designed with deeper understanding for women of today to elevate their everyday, delivering premium quality at an affordable price. IRTH, the next big venture from Titan, addresses its consumers’ evolving ambitions by presenting a trusted, women’s bag brand that responds to all their requirements.
Commenting on the launch, Titan Company Ltd managing director CK Venkataraman said, “Titan has continuously pushed the boundaries to offer elevating experiences with our products. We saw a huge potential in the women’s bags category and are delighted to explore the opportunity with the launch of IRTH. The brand IRTH represents the values and trust of Titan and our understanding of the women consumer and their evolving needs. We are proud to present a brand that is centred on design and functionality.”
Sharing his thoughts on the launch, Titan Company Ltd CEO & vice president -fragrance and fashion accessories division Manish Gupta said, “IRTH intends to create long meaningful relationships with its consumers, making their purchase process exciting and special. Suggestive of the brand’s name, IRTH symbolises the care and attention applied to the product design and exemplifies the sense of wonder and emotion inherent in the brand.”
IRTH has a product portfolio ranging from workbags, tall totes, shoulder bags, handhelds, slings, cross body, clutches and wallets. Delights and organisers are the categories unique to IRTH. Delights is a range of special bags. Many specific need based bags today are carrying solutions but are not the most stylish. The Delights range is an evolving cluster starting with Mom Bags. Mom bags come with insulated milk bottle slots, changing mats, water repellent slots for soiled clothes, and can be hands free with detachable straps to be hooked on to the stroller. There are many more little pockets to organise the little things of both mom and the baby.
Detachable organisers cluster is here to make mobility styling organised. The launch pack comes in four different sizes, S, M, L and XL, based on the carrying needs. The delight in IRTH bags are the little features: padded shoulders, key holders, wire organisers, detachable sanitiser pouch, detachable pouches etc. to keep your secret things secret and precious things safe.
These packed IRTH bags are priced economically to suit every pocket, Rs2595 – Rs 5995.The launch pack of IRTH has a wide choice of 90 bags + 4 organisers in two colour ways to choose from. IRTH bags come with a 9 months warranty policy against manufacturing defects.
Brands
DeVANS sparks buzz with self-chilling beer can April Fools campaign
Godfather stunt racks up 7 million impressions, blending humour with hype
NEW DELHI: DeVANS Modern Breweries has stirred up the marketing pot with a playful yet high-impact campaign teasing a futuristic “self-chilling beer can” under its flagship Godfather label.
What began as a seemingly bold product innovation quickly turned into one of the most talked-about brand moments online, before being revealed as an April Fools’ Day prank. The reveal, however, did little to cool the buzz.
The campaign clocked over 7 million organic impressions across platforms including LinkedIn, Instagram, Facebook and X, with users debating whether the concept was a genuine breakthrough or clever marketing theatre. Thousands of shares and comments turned the idea into a full-blown conversation, drawing in both consumers and industry insiders.
The hook was simple but effective. A self-chilling can positioned as an on-the-go convenience product tapped into the imagination of younger, urban audiences. Add the timing around April Fools’ Day, and the campaign struck the perfect balance between curiosity and scepticism, keeping audiences guessing.
Marketing experts have pointed to the campaign as a case study in leveraging cultural moments. By leaving just enough ambiguity, the brand invited audiences to participate rather than simply observe, turning passive viewers into active contributors to the narrative.
“Godfather has always been an iconic brand, but iconicity must evolve to stay meaningful,” said DeVANS Modern Breweries chairman and managing director Prem Dewan. “The ‘Self-Chilling Can’ was our way of showing up in a cultural moment with confidence and a sense of humour.”
Beyond the numbers, the campaign signals a broader repositioning for Godfather. Long seen as a legacy beer brand, it is now leaning into youth culture, digital-first storytelling and topical engagement to stay relevant in a crowded alcobev market.
In a space where attention is fleeting, DeVANS has shown that sometimes the coolest idea is the one that keeps people guessing.
